1. Toffael'Rashid'
'
Planning'Director'–'APAC'
Leo'Burne:'
16#October#2012,#Miami,#USA#

2. 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.#

3. Some'great'work'from'Asia'
hPp://www.youtube.com/watch?v=23zXbeL9gvs#

4. Some'great'work'from'Asia'
hPp://www.youtube.com/watch?v=CEE_[BJF[cc#

5. Some'great'work'from'Asia'
hPp://www.youtube.com/watch?v=jLSqjgmNB98#

6. Musings'of'global'nomad'
• Where#did#it#all#come#from?#
• My#story#
#
• The#rise#of#the#Eastern#planet.#
• 21st#Century#Coloniza9on:##Asian#values.##

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

11. Asian'invenDons'of'the'
classical'era'
1000'B.C.'to'500'A.D'

12. Asian'invenDons'of'the'
classical'era'
1000'B.C.'to'500'A.D'

15. Medieval'Asian'InvenDons'
500K1100'AD'

19. Brief'CV:''Toffael'Rashid'
• 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'
'
'

20. 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#

21. 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'
'

22. My'Parents'
• Son#of#UK#immigrants#
! Father:##Late#Mr#Abdur#Rashid## # # #arrived#London,#UK#1965#
! Mother:##Mrs#Rabeya#Khunum#Rashid# ##arrived#London,#UK#1970#
#

23. I"would"not"write"the"songs"I"do"
Had"I"not"lived"the"life"I"have"lived"
"
S9ng#
Songwriter#and#singer#

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

43. Don’t#try#to#change#India,#
#
Allow#her#the#change#you#

44. “Don't"try"to"change"India"
"
"Let"India"change"you”"

46. Lifebuoy,'unchanged'for'a'century'
hPp://www.youtube.com/watch?v=CHXaYXecsCg#

48. Lifebuoy’s'Societal'Mission.'
hPp://www.youtube.com/watch?v=g4t77d7XBhc#

49. Lifebuoy’s'reflects'the'changes'in'India'
hPp://www.youtube.com/watch?v=huztSICuXjA#

50. India'…'Family'Values'
hPp://www.youtube.com/watch?v=iVrrUjJ7Jyw#

51. India'…'resoluDon'of'corrosive'issues'
hPp://www.youtube.com/watch?v=4lIYkQKWZvE#

52. India'…'losing'its'colonial'shackles''
hPp://www.youtube.com/watch?v=FAe_bZGqU1g#

53. 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#

64. United#States#of#America#
#
European#Union#
#
Unites#Na9ons#of#Asia?#
(China#+#India#+#NE#Asia#+#SE#Asia)#

65. “HARD'POWER”'
'
TO'
'
“SOFT'POWER”'
'

86. The'fallacy'of'modern'day'capitalism'

87. 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!#
#

88. 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.”#

89. 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.#

90. 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.#

91. 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#

100. The'Asian'Marketplace'

102. Repeat'my'brand''
name'10'Dmes'
'in'15'seconds.'
'
'
'
'
'
'
'
' ' ' ''''''Make'my'logo'bigger.'

103. Shout'out'louder'

104. Average'no.'of'TVCs'viewed'/'week'
600
400
US#/#Europe# Asia#

106. Ideas'borne'
out'of'
adversity'

108. OpportunisDc'

109. OpportunisDc'

110. OpportunisDc'

111. Shop'owners'are'standing'out'

112. Through'humor'

113. …'sex'

114. …'and'design'

115. Going'where'
customers'are'

117. Being'resourceful'

119. A'need'for'collecDve'expression'

121. Ohen'played'out'
through'religion'

122. Ohen'played'out'
through'religion'

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

124. Forming'&''
signaling'idenDty'

125. Forming'&''
signaling'idenDty'

128. Expression'takes''
various'forms'

131. 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’#
#

132. Summary#
• 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#
#