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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
Dave McCaughan “ best presentation” ESOMAR AP Conference , Ho Chi Minh City Apr 2013
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
let’s get it out of the way from the start
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
“ Asian Trends 2009”
and this is what you got
…
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
“ 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”
skip to last week … and the korean influence has waned
it’s all looking more business and opportunity … but still fashionable
GO GOOGLE SOFT POWER ….. AND YOU FIND IT’S MOSTLY POLITICAL
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
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
Emi Takei for Maquillage muse in Japan, as well as greater Asia.
Kim Hyun Joong for Facebook in Singapore.
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
Lee Min Jung for ACUVUE in Singapore.
OF COURSE WE “MOSTLY” KNOW THAT CELEBRITIES
“DON’T USE THE PRODUCTS”
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
30
DESPITE THE POLITICALLY CORRECT
MYTHOLOGY CELEBRITY “ INVOLVEMENT ” GROWS
Dave McCaughan, McCann Worldgroup, Japan
Festival of NewMR 2013 - Main Stage
USING THE RIGHT CELEBRITY MATTERS …
MAKING SURE THEY ARE SAYING THE RIGHT THINGS
MATTERS MOST
"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
CELEBRITY AS ICONIC SYMBOLISM
THAT IS SOFT POWER
BACK TO ZHANG ZIYI
lesson 4Soft power is happening around brands all the time … are the brands measuring how they use it ?