Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, April 17, 2019

Virtual reality can help brands get new in-store initiatives right

Brands must break through and win at shelf, but with an average supermarket stocking over 40,000 different products, that’s no mean feat. Whether it’s a new pack design, advertising at shelf or off-shelf display, virtual reality can help give marketers the confidence that their money will be well-spent.

Monday, April 15, 2019

Is Disney Plus too cheap for the premium brand?

You know, I think I might sign up for Disney’s new streaming service. At $7 a month it seems like a good deal, particularly given my child-like appreciation of Pixar movies. Far from displacing Netflix, Disney Plus seems like a good addition to my video options, and that, surely, is the point of the new service’s price point. But could it be too cheap?

Wednesday, April 10, 2019

Creating an effective packaging transition strategy

Packaging changes are an integral part of every brand’s lifecycle. Many changes are routine, but some are more radical; driven by changing consumer trends, the need to modernise, or signalling a more premium offer. However, even slight changes can dramatically impact sales, making it critical to get your packaging transition strategy right. 

Monday, April 8, 2019

Customer experience helped Best Buy survive. Is it enough?

Who would have thought? Suddenly American electrical retailer Best Buy is newsworthy again. You see, Best Buy did something amazing. It survived the Amazon onslaught. The question is: will it now thrive?

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.

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.

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?

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.