Career
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. Designed by Rex Briggs, then head of research at HotWired, 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 Hollis regularly publishes a blog called "".
