Straight Talk with Nigel Hollis

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

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Monday, April 23, 2018

Advertisers must accentuate the positive

When researching Brand Premium I interviewed a well-respected agency planner who told me that the most effective marketing campaigns traded on people’s anxieties and insecurities. I am not convinced their assertion is true but in today’s turbulent times perhaps brands should have a responsibility to accentuate the positive not add to the negative?

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Wednesday, April 18, 2018

The 3 C’s of instant recognition and meaning

In an increasingly competitive and disjointed brand landscape, where the influence of ‘private label’ and ‘direct’ brands continues to expand, how can established brands best achieve the recognition they need?

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Monday, April 16, 2018

Creativity wins effectiveness contest once again

My post about the creativity being the variable under a brand manager’s control that had the most impact on revenue prompted Phil Herr to send me the Market Research Council newsletter which details another study of advertising effectiveness. Guess what it lists as number one sales driver?

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Wednesday, April 11, 2018

Chatbots can be good for advertisers and audiences

Last year Kantar Millward Brown added to its long list of digital firsts stretching back over two decades when it tested the impact of an AI chatbot integrated within outstream video ads. The results were positive, as they often are for new ad formats, but could the adoption of chatbots in ads be a way to make digital advertising more user-friendly?

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Monday, April 9, 2018

Why Uber was Grabbed by Grab in South East Asia

I have been working on a presentation about what regular brands can learn from the disruptors like Amazon, Airbnb and Uber. In the case of Uber one lesson might be that being the first mover in one country does not help when you go up against the incumbent in another.

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Wednesday, April 4, 2018

Is brand marketing less important today?

In this post Bill Pink, Head of Brand Guidance Analytics in North America, considers whether brand marketing is less important than it was in days gone by.

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Monday, April 2, 2018

Brands are the most valuable business tool invented

In an open letter to CMOs, Tom Roach, Managing Partner at BBH, shares data-points designed to prove that a strong brand is a company’s most valuable asset, and asks that his letter be forwarded to the CEO. If you check out the letter you will find that four of the proof points come from work done by Kantar Millward Brown.

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Wednesday, March 28, 2018

What is more important, ideas or targeting?

Listening to a recent radio interview once again reminded me of the power of message over targeting. Brands will never get the conscious deliberation that a political campaign might, so it is far less about ‘messages’ and far more about creating ideas that evoke a positive response from the target audience. But it is the idea that still matters the more than targeting.

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