Dave McCaughan
Dave McCaughan has over three decades experience leading the development of advertising and marketing strategies across the Asia-Pacific region. He started in his native Sydney joining McCann in 1986 where he built the Strategic Planning function and subsequently from 1995 was based in Bangkok, Hong Kong and Tokyo leading regional strategy and communication campaign development for clients including Coca-Cola, MasterCard, Nestle, Cathay Pacific, Sunstar, Hitachi, Johnson&Johnson and many others.

Over that time he also maintained roles as country President in Thailand, General Manager of McCann Japan and Managing Director of McCann Hong Kong. In 2015 Dave left McCann after 28 years and launched BIBLIOSEXUAL, a consultancy that brings together his passion for helping companies rethink the interaction of people, media and brand stories. He describes a bibliosexual as “someone who understands the relationship between form and content and that for different people one may be more relevant than the other”. His clients in the last three years include Unilever China, TATA corporation, AsiaMiles and clients across the region.

In 2016 Dave also became the Chief Strategy Officer of the Ai.agency, a virtual consultancy that uses artificial intelligence based market research platforms such as SignificanceSystems to help brands and companies explore, discover and track the narratives that really matter to their story. Truly innovative research approaches that have helped clients such as Shiseido, Mondalez, UBER, Tesla, Australian WoolMark find new meaning in a number of markets.
In 2017 also co-founded Marketing Futures in Bangladesh, a training and marketing consultancy working to help companies in developing countries understand how to undertake international marketing.
Dave has talked at over 500 conferences globally and has been a regular columnist for journals like Advertising Age, Japan Close-Up, Mumbrella, Campaign Asia and served for ten years as a board member and contributor for ESOMAR’s Research World. He is also the co-anchor of the MR Realities podcast, where he interviews the global market research industry leaders on where research is going. Dave is also a respected leader and lunch published influencer in looking at the potential of ageing asia.

Keynote Presentations (extended to seminars and workshops as needed)

Bibliosexuality : What we love about media and technology 
Have you ever wondered why we are loyal to a particular technology Are you an Apple nut Can’t live without access to particular websites Does it surprise you that 53% of young adults would give up their nose before their mobile phone ? For over twenty years Dave has been exploring the interaction between people, technology and media. He explores what matters to us whether it is rational or not and what that means in helping you decide what makes the people that matter to your business care and act.

What Asia is Teaching Us
The trends changing 3 billion lives Dave draws on twenty years of advising dozens of companies on their Asian marketing strategies and the research he led on how Asia is developing, how it’s people are reacting to change, the developments in areas as diverse as beauty, technology, food, shopping aging and affluence. He challenges you to reconsider what it takes to be successful in Asia, or in particular key markets in the region, and how to watch and take advantage of the trends in the region.

The Future is a Rock Band
Understanding myths about marketing to the world’s booming older market. Wherever your business the new boom market is people over 60 years of age. For a quarter century Dave has been investigating what aging populations really mean and the many myths marketers constrain themselves with about what is now the most dynamic growth market in the world. They don’t buy ? Wrong ! They don’t try new things ? Wrong ! They don’t use technology? Wrong! Dave will explain how the myths started, what is really happening with the 60-90 year olds of the world and how you can and should market to them.

The History of Men’s Underwear
How science and society change categories. Dave steps through 5,000 years of underwear history to explain how outside forces have resulted in every man in the audience wearing the boxers, briefs or g-string of his choice. He discusses how the category developed, the function and emotional reasons as to why we make decisions on the underwear and other products we use to illustrate how all markets develop, why they change, how they are often effected in ways that people working inside the industry don’t realize. It’s funny, a bit risky but amazingly after 18 years of telling the story of undies it’s still in demand and has been used to help marketers in industries as different as retail, pharmaceuticals, cola and airlines rethink their product development strategies.

My Mum’s Throne Room : why toilets are the most important social media : The trend of the last decade is to think of social media as something involving a digital device but we have been using social mediums to exchange ideas, project our own desired image and establish our place in society since man lived in caves. The one constant social medium has been toilets from the way the Roman’s used them to share gossip to the way housewives in developing countries define being middle class by their toilet. All this acts as an interesting way to challenge business people as to what defines social media and behaviour among the audiences they want to reach.

Please Don’t Call them Consumers
Rethinking the people you are trying to reach : Dave talks about the difference between ‘consumers’ and ‘people’ and why marketers are wrong to use the “c” word as he calls it as a label for the people they are trying to serve. He uses cases from around the world to illustrate how companies and brands that use bigger ‘people insights’ rather than small and often misunderstood ‘consumer insight’ are more successful. He has used the simple thought of thinking about people first to help business, sales and marketing people in fields as diverse as education, FMCG, retail, software and tourism how they define their own audience, the people they want to influence and what emotions really drive their behavior and responses

Soft Power Ain’t So Soft?
How popular culture is driving what we think is true :Ever thought about how Astro Boy changed Australian’s attitude to electronics and cars? Or how Neighbours, Bollywood, Korean soap dramas, Pixar or Candy Crush changed the way people think about your brand or products? Softpower is a relatively new term for a very old idea : that popular culture defines what we believe about the world. In a very entertaining way Dave asks his audience to remember what pop culture has framed their world view and discusses the history of soft power in marketing, both intentional and by default, and how it shapes people’s views of countries, cultures, brands and companies.

Morinosuke Kawaguchi

Leading Japanese Futurist, Subculture-inspired innovation

Ron Vining

Modern Marketing & Branding