Straight Talk with Nigel Hollis

Nigel Hollis Executive Vice President and Chief Global Analyst, Kantar Millward Brown

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Wednesday, January 15, 2020

Connecting the buy and why with data intelligence

In a recent post, Nigel shared a buyer classification focused on what I like to call the buy and the why, more specifically consumer behaviour and predisposition. The concept is straightforward but it begs the question of how can we build a system of insights and analytics to bring this growth matrix to life.

Monday, January 13, 2020

Why successful brand marketers are like a great conductor

In today’s fragmented world, the successful marketer needs to align all their resources to achieve a specific objective. This requires coordination within and without the company to ensure all activities work together in harmony. But the comparison with the role of the conductor goes far beyond the need for harmony.

Wednesday, January 8, 2020

Influencer marketing needs to grow up

In our 2020 Media Trends & Predictions, one of the 12 trends we have identified is that influencer marketing needs to grow up. It’s currently going through its challenging teen phase. Fake followers, unconvincing endorsements, lack of transparency about whether it’s an #ad or a #gifted product, are all cause for concern. But rather than slamming the door shut on the mess, we need to gently coax it into understanding the opportunities.

Monday, January 6, 2020

How do you know marketing will generate future sales?

It is easy to measure sales being made now, but if a brand is to grow must also influence people who are not yet ready to buy. It must influence people who do not yet know they want to buy the category, never mind a specific brand. So how do you know whether your marketing is likely to generate future sales?

Monday, December 30, 2019

How experience and exposure strengthen brand associations

In this post, I suggested that all sorts of occurrences could trigger people’s impression of a brand. However, some occurrences have far more influence than others. Interaction with a brand, checking it our prior to purchase or using it once chosen will confirm or deny initial impressions.

Monday, December 23, 2019

Triggering dormant brand associations

Marketers often talk about a brand being a set of memories and associations in people’s minds. But I suspect most of us exaggerate the strength of those associations. Most of the time people’s brand associations are dormant, waiting to be triggered by something relevant, at which point they combine to generate a sense of for what the brand stands.

Wednesday, December 18, 2019

Christmas advertisers, stop the sadvertising!

I recently I wrote an article for Admap on ‘The Secrets of UK Christmas advertising success’. As I researched the piece, one of the first conclusions that I came to was that there are no secrets, only best practice. But when it comes to emotion is it a good idea to evoke sadness?

Monday, December 16, 2019

Marketing memories can influence behaviour decades later

A long time ago and far, far away (but admittedly not in a different galaxy) I saw a print ad. It showed a car and compared its performance to other makes. I still remember that print ad. It was visually boring, but I have a sneaking suspicion that the memory of it is one of the reasons I now drive a Subaru nearly 20 years later.