MarcomBest 11-14 November 2013
Location: National Convention Center, Hanoi, Vietnam
Nigel Hollis

Nigel Hollis
Millward Brown
Executive Vice President
Chief Global Analyst




Day Two: November 13th

New Way of Understanding Consumers

Building brand value through better understanding your consumer

Nigel Hollis, Chief Global Analyst at Millward Brown

Why do people want to buy a brand? People buy a brand because they believe it is meaningfully different from the alternatives. The two most important things that any marketer can do is to identify and then amplify their brand’s meaningful difference. Today, our ability to understand what motivates people to buy a brand is more sophisticated than ever.  New learning and research tools allow us to explore explicit and implicit brand associations, emotional response and predisposition to purchase. This presentation will explore how these new tools help build stronger brands and stronger financial value growth.


Nigel Hollis is Chief Global Analyst at Millward Brown where he provides thought leadership to the company while consulting with clients on their key marketing and business issues. He has extensive experience on branding, traditional and digital marketing communications, and applying research to pre-testing, tracking and optimization in these areas.

Nigel has worked with a wide range of global marketers including Unilever, SABMiller, HP, Nestlé, Diageo, Microsoft and General Motors. During his career at Millward Brown Nigel has helped to architect and develop some of the company’s most successful research solutions, including Link and BrandDynamics.

Nigel is a frequent speaker on major industry platforms around the globe and a keen contributor to leading industry journals and trade publications. He is also a four-time recipient of the WPP's distinguished Atticus Award for original thinking. Recently Nigel was awarded the David K. Hardin award by the American Marketing Association Foundation.

In 2008, Nigel authored, The Global Brand, a book that explains how marketers can create and develop lasting brand value in the world market. He continues to share his thoughts on marketing research, and global branding on his blog Straight Talk with Nigel Hollis ( His new book, The Meaningful Brand: how strong brands make more money, will be published in October 2013.