Toffael'Rashid''

Planning'Director'–'APAC'Leo'Burne:'

16#October#2012,#Miami,#USA#

Leo'Burne:'

•  Quintessen9al#US#adver9sing#agency#–  Founded#in#1935#in#Chicago#

#

•  Mul9#Na9onal#

–  ##100+##offices#in#every#con9nent#and#major#city#

•  Global#Clients#–  P&G,#Phillip#Morris,#McDonalds,#Samsung,#Avis#

–  !00s#more#at#con9nental#or#country#level.#

hPp://www.youtube.com/watch?v=23zXbeL9gvs#

Some'great'work'from'Asia'

Some'great'work'from'Asia'

hPp://www.youtube.com/watch?v=CEE_[BJF[cc#

Some'great'work'from'Asia'

hPp://www.youtube.com/watch?v=jLSqjgmNB98#

Musings'of'global'nomad'

•  Where#did#it#all#come#from?#

•  My#story#

#

•  The#rise#of#the#Eastern#planet.#

•  21st#Century#Coloniza9on:##Asian#values.##

Ancient'Asian'InvenDons'3,500'–'1,000BC'

Asian'invenDons'of'the'classical'era'

1000'B.C.'to'500'A.D'

Asian'invenDons'of'the'classical'era'

1000'B.C.'to'500'A.D'

Medieval'Asian'InvenDons'500K1100'AD'

•  BriDsh'born'of'Bangladeshi'parentage.'''•  Educated'at''

–  Forest'School'(top'UK'private'school)''–  University'of'Manchester''

'•  At'graduaDon,'joined'Unilever’s'presDgious'UK'‘graduate'trainee'

program’'in'markeDng.''–  35,000'applicants'for'65'jobs'

''

Brief'CV:''Toffael'Rashid'

•  Have#held#‘Director’#level#posi9ons#at:#

!  Unilever'PLC#[#Global#Brand#Director:##1995#–#2006#"  (Based#out#of#UK,#France,#USA,#India,#Thailand)#

#

!  PepsiCO'Asia'Director#–#New##Ventures:##2006#–#2008:##"  Based#Bangkok,#led#a#team#of#25#people#based#in#5#countries##

#

!  Lowe'Worldwide'Global#Planning#Director:###2008#–#2009##"  Co[Led#team#of#60#people#based#in#8#countries.##

#

!  Saatchi'&'Saatchi:'Planning#Director#–#Asia:##2010#–##2011#

!  Leo'Burne:#APAC:##Director,#Planning#'

•  Lived#and#worked#in#7#countries#and#visited#over#70#across#all#5#con9nent's#

Brief'CV:''Toffael'Rashid'

My'real'story'

•  Paternal'Grandfather:'''#

1950’s: 'Jackfruit'seller'in'villages'of'Sylhet,'Bangladesh'

#

•  Maternal'Grandfather:'

1950’s:''Silk/Sari'trader'in'the'villages'of'Sylhet,'Bangladesh''

•  Son#of#UK#immigrants#

!  Father:##Late#Mr#Abdur#Rashid## # # #arrived#London,#UK#1965#

!  Mother:##Mrs#Rabeya#Khunum#Rashid# ##arrived#London,#UK#1970#

#

My'Parents'

I"would"not"write"the"songs"I"do"Had"I"not"lived"the"life"I"have"lived"

"S9ng#

Songwriter#and#singer#

brIc'

hPp://www.youtube.com/watch?v=fWuGEbPALy0#

Don’t#try#to#change#India,##

Allow#her#the#change#you#

“Don't"try"to"change"India""

"Let"India"change"you”"

Lifebuoy,'unchanged'for'a'century'

hPp://www.youtube.com/watch?v=CHXaYXecsCg#

Lifebuoy’s'Societal'Mission.'

hPp://www.youtube.com/watch?v=g4t77d7XBhc#

hPp://www.youtube.com/watch?v=huztSICuXjA#

Lifebuoy’s'reflects'the'changes'in'India'

India'…'Family'Values'

hPp://www.youtube.com/watch?v=iVrrUjJ7Jyw#

hPp://www.youtube.com/watch?v=4lIYkQKWZvE#

India'…'resoluDon'of'corrosive'issues'

India'…'losing'its'colonial'shackles''

hPp://www.youtube.com/watch?v=FAe_bZGqU1g#

THE#DEBATE#ABOUT#WHETHER#ASIA#WILL#ONCE#AGAIN#DOMINATE#THE#WORLD#

#ECONOMY#–#AS#IT#DID#FOR#TWO#MILLENIA#BEFORE#THE#

INDUSTRIAL#REVOLUTION##

AND#THE#RISE#OF#THE#USA#–#IS#OVER.#

#THE#21st#CENTURY#WILL#BE#THE#AGE#OF#ASIA’S#RETURN#TO#

ECONOMIC#PREEMINENCE.#

_##

FINANCIAL#TIMES#APRIL#6,#2008#

Sunday,#September#

United#States#of#America#

#

European#Union#

#

Unites#Na9ons#of#Asia?#(China#+#India#+#NE#Asia#+#SE#Asia)#

“HARD'POWER”''TO''

“SOFT'POWER”''

The'fallacy'of'modern'day'capitalism'

ProducDvity'

•  West:##‘Adam#Smith’#people#are#expensive#…#displace#people#with#technology#

#

Produc9vity#=#using#as#few#people#as#possible#and#maximum#resource.#

#

•  In#2050,#with#Asia#6bn#people#….#People#not#problem!#

#

Produc9vity#=#as#many#people#as#possible#working#using#as#few#

resources#as#possible#

#

•  Completely#different#economic#model!#

#

Ideas'for'alternaDve'economic'models'

#

•  Robert#Zoellick,#ex#World#Bank#president,#argued#that#the#economic#models#now#being#emulated#in#Africa#and#beyond#will#come#increasingly#from#outside#the#advanced#G7#economies.##

#

#

•  Zoellick#noted#two#examples##in#a#recent#speech:##

#–  India’s#model#for#informa9on#technology#services,#copied#by#Ghana,#

Kenya,#Nigeria,#and#others;##

#–  and#Singapore’s#combina9on#of#“open#economy,#services#cluster,#an9[

corrup9on,#and#relentless#adapta9on#to#changing#condi9ons.”#

21st'Century'MegaTrends'

•  Human#popula9on#will#peak#(perhaps#15bn)#and#then#decline#

#

•  CO2#levels#will#peak#which#will#force#restructuring#of#how#we#live#

•  #Technology#is#going#everywhere#(but#not#always#good).##

•  #We#simply#cannot##pillage#the#world#in#a#way#like#never#before.#

•  Prominent#world#economy#of#past#centuries#will#change.#

Our#challenges#may#be#new.#The#instruments#with#which#we#meet#them#may#be#new.#But#those#values#upon#which#our#success#depends##

#

#hard'work,'honesty'and'resilience,'courage'and'fair'play,'tolerance'and'curiosity,'loyalty,'family'and'patrioDsm##

#

these#things#are#old.##These#things#are#true.##

#They#have#been#the#quiet#force#of#progress#throughout#our#history.##

#What#is#demanded#then#is#a#return#to#these#truths.#What#is#required#of#us#now#is#a#new#

era#of#responsibility##–#a#recogni9on,#on#the#part#of#every#American,###

#….#This#is#the#price#and#the#promise#of#ci9zenship.#

The#core#values#of###

hard'work,'strong'families'and'communiDes,'creaDvity'and'resilience,'taking'responsibility'and'serving'others'''are#needed#if#the#country#is#to#“come#through”#the#worst#economic#

crisis#in#decades#

The'Asian'Marketplace'

Repeat'my'brand''name'10'Dmes''in'15'seconds.''''''''

' ' ' ''''''Make'my'logo'bigger.'

Shout'out'louder'

US#/#Europe# Asia#

Average'no.'of'TVCs'viewed'/'week'

400

600

Ideas'borne'out'of'adversity'

OpportunisDc'

OpportunisDc'

OpportunisDc'

Shop'owners'are'standing'out'

Through'humor'

…'sex'

…'and'design'

Going'where'customers'are'

Being'resourceful'

A'need'for'collecDve'expression'

Ohen'played'out'through'religion'

Ohen'played'out'through'religion'

Opening'the'door'to'rich'cultural'sources'

Forming'&''signaling'idenDty'

Forming'&''signaling'idenDty'

Expression'takes''various'forms'

Summary#

•  Global#economy#faces#unprecedented#challenges#to#provide#for#Asia’s#

emerging#consumer#class.#

•  To#do#so,#behavior#as#we#now#it#will#have#to#change.#

•  Current#value#system#pra9ced#in#the#west#(Consump9on#capitalism)#will#

have#to#fundamentally#change.#

•  A#mind#shiy#from#‘Over#Engineered’#–#to#‘Op9mally#Engineered’#

#

•  Tradi9onal#Asian#values#to#be#adopted#if#we#are#to#meet#the#challenge#

–  Community#and#collec9vism#

–  Serving#others#–  Spirituality#–  Resilience#and#hard#work#–  CreaDvity'and'courage'–  Tolerance'and'curiosity#

#

Summary#