How to spend a thousand dollars in Asia
A new heuristic to aid channel planning
James Chadwick
Abstract
This presentation describes how the mainstream media channels are fragmenting across Asia, and new digital communications options are proliferating. With so many new channels to experiment with, and so little research data to evaluate them all, there is a need for new, data-driven judgment tools to aid multi-media channel planning. For the first time ever, this study compares dozens of familiar and new media channels across 12 Asian markets, by asking the same simple question, ‘What do you get for US$1,000?’, leading to many fascinating insights and opportunities for marketers and their agencies.
James Chadwick
MindShare, Singapore
James joined Mindshare Asia-Pacific in Singapore in August 2005 as Director Insights. In this role he oversees all research programs and communications planning development. Since 1994 James has managed several pan-Asian research and marketing teams, on both the agency (Ogilvy, Grey) and client (Intel) side. James was also VP Marketing at Asiacontent.com, which launched 30 local-language sites (MTV, E!Online, CNET, DoubleClick, etc) and raised US$120m, mainly via a Nasdaq IPO. James graduated with an English degree (first class) from Oxford University.
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