Straight Talk with Nigel Hollis

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

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Wednesday, April 3, 2019

Are extreme sports brands failing in their representation of women?

A few weeks ago Rio Cook from our Neuroscience practice touched on the instinctive associations people hold towards feminism, and questioned whether advertising portrayals might be widening the gender gap. But that gap is informed by everything a brand does and extreme sports brands in particular are failing to treat women with the respect they deserve.

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Monday, April 1, 2019

Brand building made simple by Jeff Bezos

Jeff Bezos, the founder of Amazon, has grown one of the most valuable brands in the world and earns more in a minute than most of us earn in a year, so he must be doing something right. And he is not shy about telling us how he became successful. My favourite quote sums up his recipe for success.

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Wednesday, March 27, 2019

A laughing matter – How the global importance of humour in advertising varies by gender

Women, men, children, babies – we all love to laugh, right? Most people generally enjoy a good joke, a funny story and embrace a reason to smile. A great piece of advertising can often be the source of that giggle, so why do so few ads featuring women try to be funny?

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Monday, March 25, 2019

Why humans are not as predictable as marketers might like

I have been reflecting a lot recently on the efficacy of personalised targeting. While I totally understand the desire to make the payoff from marketing more predictable, as someone with some knowledge of insights and analytics I cannot help but wonder if the panacea of right person, right place, right time, might never be fully achievable.

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Wednesday, March 20, 2019

Is the portrayal of feminism in advertising widening the gender gap?

A recent study I conducted in the Neuroscience team at Kantar looks at the implicit perceptions toward feminism: i.e. what people instinctively associate with that idea. The results make me question whether how feminism is portrayed in advertising might actually be widening the gender gap, rather than closing it.

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Monday, March 18, 2019

Can subscription DTC brands break with Double Jeopardy?

A couple of weeks ago, I posted about Direct-to-Consumer (DTC) brands and suggested that in order to scale they would eventually have to reach out beyond their social media audience to bring in new customers. In this post I want to explore the implications of the subscription model that many DTC brands have adopted.

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Wednesday, March 13, 2019

Is this the best time ever to be an insights client?

As an insights client you might agree that the description offered by Charles Dickens in A Tale of Two Cities is equally applicable today, “It was the best of times, it was the worst of times”. Never has there been more need for insights but never has there been less time in which to deliver them. But now that conflict has reduced with the launch of the Kantar Marketplace.

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Monday, March 11, 2019

Will digital advertising ever be truly relevant?

Let us cut to the chase. Facebook, Google and probably Amazon store everything you do in the digital domain. But any marketer who believes that true ad relevance is ever achievable should take a hard look at how the sites and apps they use classify them as individuals.

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