David McCaughan

David McCaughan

Chief Strategy Officer at Ai.Agency
Bangkok, Thailand

About me

<p>Currently based in Bangkok I have spent the last three decades in Asia Pacific leading strategy planning and in senior management roles with McCann , one of the world’s largest advertising and communication companies.<br />I joined McCann in 1986 in my native Sydney where I helped build the Strategic Planning function and subsequently since 1995 have been based in Bangkok, Hong Kong and Tokyo leading regional strategy and communication campaign development for clients including Coca-Cola , MasterCard, Mototola, Nestle, Cathay Pacific, Sunstar, Hitachi, Johnson&Johnson, Darlie and many others’<br />After a wonderful decade based in Tokyo we returned to Hong Kong in early 2014 but I remain a constant visitor to and commentator on marketing in Japan.<br />I have an extensive history of working on the implications of media changes, how society is influenced by and influences them. Amazingly still seen as an Asian thought leader on youth marketing ( despite the hair) I have also been leading key initiatives into the aging markets of Asia.<br />For some reason I have been asked to talk at over 500 conferences globally and have in the past been a regular columnist for Advertising Age, Japan Close-Up and others. I am a board member and contributor for ESOMAR’s Research World, the current guest editor of Research World Connect, a columnist for The Tokyo American Club's InTouch magazine.<br />In April 2015 I have initiated BIBLIOSEXUAL , which brings together my long term passion for understanding the interaction of people and media with brands and stories. Hate the word consultancy so let's call it a source of advice for all bibliosexuals who you could describe as “someone who understands the relationship between form and content and that for different people one may be more relevant than the other”. ... there are other explanations as well and I will be glad to tell that story any time.<span> </span></p>


Chief Strategy Officer
January 2016 - Present (2 years 11 months)
Thought leader and Storyteller
Hong Kong
April 2015 - Present (3 years 8 months)
Bibliosexual asks questions about the relationship between people, brands and media .. and what mediums really matter and mean to people of all kinds but with an emphasis on Asia. After 28 years with McCann, the last twenty in Asia, Dave is speaking, writing, consulting to help marketers understand these relationships through :

- workshop development to get the real story to be told
- training on recognizing insight and applications through story building
- creating unique public and private inspiration presentations
- building brand stories
- development of campaign strategies

and yes continuing to bring alive the history of men's underwear, the role of toilets as socially defining media, softpower and bibliosexuality and other unique stories to help marketers understand their world.
Managing Director
Hong Kong, Hong Kong
January 2014 - March 2015 (1 year 2 months)
Overall liason management of the group of McCann organisations in Hong Kong, overseeing the multinational accounts, developing the planning and insights capabilities, ensuring financial controls.
Director of Strategy Planning
McCann Workgroup Sydney, Bangkok, Hong Kong, Tokyo
Hong Kong
December 1986 - December 2013 (27 years)
Developed Research and Insights division in Australia 1986-1992
National Planning Director Australia 1992-1995
Asia Pacific lead on McED, HFD and all training programs 1992-2012
Asia pacific Consumer Insights Director based in Bangkok 1995-2000
President McCann Thailand 1998-2000
Regional Planning Director for Asia based in Hong Kong 2000-2003
Regional Account Lead - Coca-Cola 2001-2003
Japan and Asia Pacific Director of Strategic planning 2003-2013
General Manager McCann Japan 2010-2013
Children's Librarian
Parramatta City Library
Hong Kong
1974 - 1984 (10 years)


Bachelor of Arts ( Library Science ) Library Science, Political Science

1978 - 1981 (3 years)

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