Dave McCaughan, Asia marketing guru shared his inights on the future of market research and what the brand managers of tomorrow should really focus on in his recent interview.
Watch his exclusive interview for Leadership Lens, an ICE Business Times original, and learn about his view such as:
“What’s happening now is that we have a lot of different sorts of resources that allow us to understand a lot more about the way in which the brain works, the way it physically will react to certain situations. Not just listening to what people say they want but being able to observe what they actually do.”
“Marketers are fantastic and the marketing world is fantastic at creating slang and trying to come up with the new buzzwords. …but we end up killing ourselves by being so convinced that we got to have the buzzword for the year or the buzzword for the week, what’s cool and trendy instead of just talking about the basics and understanding they still work. Marketing doesn’t change for thousands of years.”
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.
Dave‘s keynotes are:
- Bibliosexuality : What we love about media and technology
- What Asia is Teaching Us
- The Future is a Rock Band
- The History of Men’s Underwear
- My Mum’s Throne Room
- Soft Power Ain’t So Soft?