This episode of The Negotiation features part 2 of our conversation with Dave McCaughan.

Dave McCaughan is a Marketing Thought Leader and Storyteller. He has spent the last three decades in Asia Pacific leading strategy planning and in senior management roles with McCann, one of the world’s most successful advertising agencies. He joined McCann in 1986 in his native Sydney, where he built the Strategic Planning function, and since 1995 has been based in Bangkok, Hong Kong, and Tokyo leading regional strategy and communications campaign development for clients like Coca-Cola, MasterCard, Nestle, Cathay Pacific, Sunstar, Hitachi, Johnson & Johnson, and many others. In 2015, Dave launched BIBLIOSEXUAL, which works with brands to bring together his long-term passion for understanding the relationship between form and content.

In this episode, we continue the discussion by discussing Japanese consumer trends, youth marketing, how it has changed over the years, product placement and decision fatigue. Dave then shares his thoughts on how brands should pay attention to older consumers in Japan (a category with growing influence and purchasing power). Finally, we do a deep-dive into the topic of toilets, and how Dave got involved with them.

Topics Discussed and Key Points:

• Japan’s changing population demographics
• Manga mongers 
• Youth marketing
• Mobile gaming as an impactful medium
• The K-Pop revolution in Asia
• The attention economy
• The silver population and how consumer brands need to engage them
• Cost of customer acquisition versus the lifetime value
• Why the future globally is all about aging populations