In an era in which consumers have considerable control over the advertising they see, Kantar Millward Brown global analyst Nigel Hollis believes that, rather than asking what your brand can do in digital, it’s more appropriate to ask what digital can do for your brand. Speaking at a presentation in Johannesburg recently, Hollis said digital offers all sorts of new opportunities for companies to connect with consumers – but these work on consumers’ own terms.

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Sunday Times Daily.

Already subscribed? Simply sign in below.

Questions or problems? Email or call 0860 52 52 00. Got a subscription voucher? Redeem it now