Nigel Hollis
Encyclopedia
Nigel Hollis is an author, analyst, researcher, speaker, and commentator on marketing. He is the author of The Global Brand: How to create and develop lasting brand value in the world market published by Palgrave Macmillan
in 2008, and is the Executive Vice President of market research agency, Millward Brown
.
specifically for the book. Hollis also contributed a comparable chapter to Lindstrom's 2003 book BRANDchild.
, with the technical support of HotWired staff including Joshua Grossnickle and Oliver Raskin, HotWired used some of Millward Brown measurement scales. But the methodology differed significantly from brand tracking, for which Millward Brown was known. Hollis was instrumental in getting HotWired to work with Millward Brown, and this 1996 landmark study of online advertising, proving that banner ads could have a branding effect before clickthrough is noted as the first study of its kind
Palgrave Macmillan
Palgrave Macmillan is an international academic and trade publishing company, headquartered in Basingstoke, Hampshire, England, United Kingdom and with offices in New York, Melbourne, Sydney, Hong Kong, Delhi, Johannesburg. It was created in 2000 when St...
in 2008, and is the Executive Vice President of market research agency, Millward Brown
Millward Brown
Millward Brown is a global company focused on brands, media and communications. It is part of Kantar Group, the insights arm of WPP plc, and the world’s second largest market research organization after Nielsen Company.-Leadership:...
.
Contributions to books by Martin Lindstrom
Hollis contributed a chapter to Martin Lindstrom's 2005 book Sense, in which Lindstrom described research that was designed by Hollis and conducted by Millward BrownMillward Brown
Millward Brown is a global company focused on brands, media and communications. It is part of Kantar Group, the insights arm of WPP plc, and the world’s second largest market research organization after Nielsen Company.-Leadership:...
specifically for the book. Hollis also contributed a comparable chapter to Lindstrom's 2003 book BRANDchild.
The HotWired ad effectiveness study
Designed by Rex Briggs, then head of research at HotWiredHotWired
Hotwired was the first commercial web magazine, launched on October 27, 1994. Although it was part of Wired Ventures, Hotwired was a separate entity from Wired, the print magazine, and had original content....
, with the technical support of HotWired staff including Joshua Grossnickle and Oliver Raskin, HotWired used some of Millward Brown measurement scales. But the methodology differed significantly from brand tracking, for which Millward Brown was known. Hollis was instrumental in getting HotWired to work with Millward Brown, and this 1996 landmark study of online advertising, proving that banner ads could have a branding effect before clickthrough is noted as the first study of its kind