Straight Talk with Nigel Hollis

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

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Latest Entry
Wednesday, September 18, 2019

Getting Media Right: Marketing in Motion

If you don’t have access to all the data you need to create actionable insights, you’re not alone. Only eight percent or less of marketers think they have all the data they need. That’s according to our latest study, Getting Media Right: Marketing in Motion, which highlights that advertisers are struggling to use data to effectively guide media investments.

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Monday, September 16, 2019

Why do brands abuse customer relationships with email marketing?

I recently bought a new Subaru Crosstrek. The Crosstrek is a good vehicle, far slower than my old R32 for sure, but I expected that. What I did not expect was the barrage of emails that followed the purchase and it is rapidly undermining my positive feelings toward the Subaru brand.

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Wednesday, September 11, 2019

Using experiences to turn loyalty to a show into loyalty to a media brand

'How will the end of Game of Thrones impact HBO’s subscriber base?' was a question frequently heard over the last few months as the show wrapped up its final season. It isn’t an unusual question. Channels often face a wave of cancellations when a big show ends – or even after a season finale.

ends – or even after a season finale.

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Monday, September 9, 2019

Are CEOs responsible for the decline of brand-building campaigns?

My colleague Daren Poole pointed me to a study by the Financial Times (FT) and the Institute of Practitioners in Advertising (IPA) designed to understand why the balance of marketing spend has shifted from brand-building to performance campaigns. It suggests that poor knowledge of how brands create value over the short and long-term may be at fault.

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Wednesday, September 4, 2019

Is sustainability simply too important to be a selling point?

I bought my favourite moisturiser last week out of habit, only to discover that Simple had made a packaging change. Not one that impacts how I used the product or makes the pack more beautiful, but one that makes me love the brand a little more. Simply discovering that your brand has done the right thing can be more powerful than being told it has.

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Monday, September 2, 2019

Corporations hate chaos, but creativity originates from it

This title sums up the premise of a talk held by WARC at Cannes Lions 2019. The talk was given by Martin Weigel from W+K Amsterdam and Rob Campbell from R/GA London who promoted chaos as an enabler of creativity.

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Wednesday, August 28, 2019

Are we creating ads doomed to drown in the digital melting pot?

As I sat patiently through another irrelevant YouTube ad recently, I reflected on why so many ads fail to grab my attention or create a lasting impression. But in a world where marketers can create content for a few thousand dollars and ‘noise’ supersedes quality, why should they exercise caution? Everyone else is doing it so why shouldn’t they?

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Monday, August 26, 2019

Brand learning from a successful, artisan cheesemaker

What can you say when one of the founders of a company says, “My job is to create meaning for others”? I think you must give them a round of applause and admire what they have achieved because adding meaning is what turns a company into a strong brand.

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