“Marketing is all about finding out what matters to people, not consumers or customers”


Says David

David McCaughan

Thought leader and Storyteller | Bibliosexual

Now based in Bangkok, Dave was in previous lives a yoghurt maker, menswear salesman, for ten years a childrens storyteller in public libraries and then a butler for a reclusive Duke in Rome.

He joined McCann in 1986 in his native Sydney where he built the Strategic Planning function and subsequently has been based in Bangkok, Hong Kong, Tokyo. From the end of 2013 until 2015 he was back in Hong Kong in regional Strategy planning leadership roles, leading major accounts and in office management positions.

Dave has been a leader in the AP region in developing programs to understand people. He had started McCann PULSE in 1995, the longest running continuous investigation into people’s lives in Asia and has supervised the folding of that program into the Truth Central global investigation program since 2011. With this knowledge base he has often been described as McCann’s chief “translator of Asia” for it’s own global management and clients.

Dave has led strategic development at a regional and local level on everything from Coca-Cola to MasterCard to Motorola to Tokyo Disneyland to Sunstar to Hitachi.

Amazingly still seen as an Asian thought leader on youth marketing (despite the hair) he is also leading key initiatives into the aging markets of Asia. And he has an extensive history of working on the implications of media changes, how society is influenced and influences them.

Dave has talked at over 500 conferences globally and been a regular columnist for various magazines including Advertising Age and Japan Close-Up among others and he is a board member and contributor for ESOMAR’s Research World.

David is available as a coach in the Brand Engagement, Future Focus, Global/Local, Research and Strategy & Planning modules

Modules this coach presents

Future Focus



Strategy & Planning