Straight Talk with Nigel Hollis

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

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Wednesday, January 4, 2017

Prepare your brand for the moments that matter

One of the big trends of 2016 was ‘marketing in the moment’. People were talking about the need to use data and technology to target people at specific moments of need, but very few were talking about content. By definition, a ’micro-moment’ is specific to an individual’s needs and situation, so unless the content is tailored to match it does not matter how smart the targeting might be, the ad will likely be ignored.

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Wednesday, December 28, 2016

How to ensure your brand story builds your brand

We all know people love stories but not all stories are equally compelling, particularly when it comes to brand building. Great marketers recognize that the focus of the story should be the brand. The story is a means to an end, not an end in itself.

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Wednesday, December 21, 2016

Different routes to holiday advertising success

Kantar Millward Brown in the UK has once again tested a selection of holiday ads from the country’s best-known retailers, and the results remind me that every brand needs to find its own route to advertising success. What works for one brand might not work for another and this year’s crop of ads produced some dramatic contrasts.

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Monday, December 19, 2016

Measuring the effectiveness metrics that matter

Facebook’s latest revelation of miscounted metrics is reported to have agencies in a spin. One top ad agency executive is reported to have said that it is freaking out people because “It’s hard to explain to clients”. But really you have to wonder if clients should be worrying about the minutiae of metrics about individual posts. Perhaps we all need to take a step back and look at the bigger picture.

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Wednesday, December 14, 2016

Availability only helps if you have a brand people want

Earlier this year Ben Marshall steered me to an article on The Wall Street Journal talking about Cadillac’s plans to introduce virtual reality to their stores, however, what really caught my eye was a statement that challenges the assertion that all marketers need worry about is building mental and physical availability.

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Monday, December 12, 2016

Look out marketers, here comes Gen Z!

The end of the year is approaching and Kantar Millward Brown has just issued its 2017 Media & Digital Predictions. As usual the predictions are packed with thought-provoking ideas, but the one that stood out for me was Joline McGoldrick’s prediction that marketers will shift attention from Millennials to Generation Z.

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Wednesday, December 7, 2016

Best practice in mobile advertising

The Mobile Marketing Association (MMA) and Kantar Millward Brown have just released the second Global Mobile Trends Report. The report is designed to help marketers implement more effective mobile marketing campaigns by focusing in on what differentiates an award-winning mobile campaign from the runners up.

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Monday, December 5, 2016

What 20 years of media evolution means for brands

20 years ago, I walked into a hotel ballroom in New York to find a standing room only crowd waiting to hear a research presentation. Rex Briggs (then research director at HotWired, now the Founder and CEO of Marketing Evolution) and I were going to share proof that online advertising could build brands. Since then a lot has changed, but perhaps what is most important is what has remained the same.

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