Dave mccaughan main stage - 2013
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Transcript of Dave mccaughan main stage - 2013
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The Festival of NewMR 2013 would not be possible without our sponsors. Thanks to:
Gold Sponsors
Silver Sponsors
Session Sponsors
Media PartnerFestival Supporters
• Q – Research Software• CreaMetrix Research• TapestryWorks• Keen as Mustard• CrowdLab
• L&E Research• Schlesinger Associates• Focus Forums• eCGlobal Solutions• Revelation
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SOFT POWER AIN’T SO SOFT
THE TRUTH ABOUT CELEBRITY, POP CULTURE AND KIMCHI
Dave McCaughan “ best presentation” ESOMAR AP Conference , Ho Chi Minh City Apr 2013
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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let’s get it out of the way from the start
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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“ Asian Trends 2009”
and this is what you got
…
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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“ Asian Trends 2009”
and this is what you got
…
G-dragon from
Korean boy
band Big Bang
not so strange when
you consider
this a region that is all
about
going forward,
finding new
possibilities
entrepreneurship
and “getting
everything you can”
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skip to last week … and the korean influence has waned
it’s all looking more business and opportunity … but still fashionable
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GO GOOGLE SOFT POWER ….. AND YOU FIND IT’S MOSTLY POLITICAL
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The trend will continue to gather strength because, in the new world of social media, getting it wrong is swiftly and publicly punishedRead more at http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=1d84fbe4-e251-4880-85cb-380e7c5c0349&q=softpower#oyxd1F5xro3C0z2X.99
THIS IS MELANIE’S FAULT
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The vogue of “soft power” took off less than ten years ago
…. But is as old as … well …
power
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REMEMBER WHEN ???
which celebrity expanded your world ?
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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lesson 1others images of you are often better than you think
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Our lives are the sum of our media influences
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ALL OUR PERSONAL HISTORIES REFLECT SOFT INFLUENCE
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THEN KOREA FORMALISED WHAT WAS OBVIOUS
“Winter Sonata” lifts Korean men, popularity, refrigerators, kimchi
Kimchi exports grew 9 percent in 2003Ginseng exports go up 33%
Yon-sama Power
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BUT WHY ???
Why is it that we “love” korean artists, or sushi, or Coke ?
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Lesson 2The places we are influenced by change and surprise us
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TOKYO
HONG KONG
THE NEW HUBS
BOLLYWOOD
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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KOREA
BOLLYWOOD
TURKEY
NIGERIA
TOKYO
HONG KONG
THE NEW HUBS
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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KOREA
BOLLYWOOD
JAKARTA
MANILA
SHANGHAITEHRAN
TOKYO
HONG KONG
TURKEY
NIGERIA
THE NEW HUBS
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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HOW WE SEE THE WORLD AND WHERE INFLUENCES
COME FROM IS ALL ABOUT IMPRESSIONS OF WORLDS
Where do the most beautiful women come from ?
We asked over 10,000 women around the world ….
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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Western
Where do the most beautiful women come from ?YOUR TURN ??
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CELEBRITY IS ITSELF A RESULT OF AND A TOOL OF
SOFT POWER
0%
20%
40%
60%
80%
100%
US UK France Total Germany Mexico Brazil China
looking at pictures of beautiful celebrities makes me feel…(% selecting option)
Angry….They have more help to look good than I do
Positive…I can look like that too
Depressed…I will never look that good
Inspired…gives me ideas for new looks
Neutral…it doesn’t matter to me what they look like
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Emi Takei for Maquillage muse in Japan, as well as greater Asia.
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Kim Hyun Joong for Facebook in Singapore.
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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Lee Min Jung for ACUVUE in Singapore.
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OF COURSE WE “MOSTLY” KNOW THAT CELEBRITIES
“DON’T USE THE PRODUCTS”
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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30
DESPITE THE POLITICALLY CORRECT
MYTHOLOGY CELEBRITY “ INVOLVEMENT ” GROWS
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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USING THE RIGHT CELEBRITY MATTERS …
MAKING SURE THEY ARE SAYING THE RIGHT THINGS
MATTERS MOST
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"Consumers in developed markets are fascinated bycelebrities; consumers in developing markets admirethem, meaning "surprise and attention" is key in areas likethe US, and aspiration matters in fast-growth economies.”
- Marc Mathieu, Unilever's SVP, marketing,
SOURCE: “Celebrity marketing models change” WARC News 31 August 2011
lesson 3 celebrity remains the key channel for soft power
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CELEBRITY AS ICONIC SYMBOLISM
THAT IS SOFT POWER
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BACK TO ZHANG ZIYI
lesson 4Soft power is happening around brands all the time … are the brands measuring how they use it ?
If you want to know more …
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
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Q & A
Ray PoynterNewMR
Dave McCaughan, McCann
Worldgroup, Japan
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage