James Welch heads up the Media Innovation Group (MIG) across Asia Pacific. Based in Singapore, James is keen to give regional advertisers – and their agencies – an all-new competitive advantage through the tech-savvy, data-driven media consulting that the MIG provides.
He is an ad man who started his career at JWT’s media consultancy, the Advanced Techniques Group (now MindShare’s ATG). After a period as a brand consultant in Hong Kong and London, James has been helping creative, digital and media agencies boost their brands – and their businesses – across this region as well as across Europe.
James has a Bachelor’s degree in French Studies, majoring in Medieval Literature, 1950 film and 1960s music from the University of Birmingham, UK and UniversitÉ Stendhal, Grenoble, France.
He inflicts old French pop music on the ears of his little boy – but only when his wife isn’t home.
The future of digital is divisible by the seven simple tenets
James and Paul, collectively, know what the future of digital needs. And it’s in seven parts. eMarketer tells us (link: http://www.campaignasia.com/Article/318614,asia-pacific8217s-ad-market-to-overtake-north-america-in-2014-emarketer.aspx?)
that this year, global digital ad spend is forecast to top $105 billion, with Asia-Pacific accounting for $27.63 billion after North America ($40.3 billion) and Western Europe ($28 billion). So how should we maximize this expenditure?
To this end, James and Paul will bring to life the seven simple tenets
needed to succeed in today’s world of data-driven digital communications. The seven simple tenets
Need; J&P talk about how brands use data to bring together needy consumers
Creed; most brands stand for something, but in today’s world where the longtail can rule, one brand can stand for many things
Lead; we all know that leaders lead and managers manage. How does data make a brand into a leader?
Seed; using data we can plant the seed across lots of different channels – and then monitor how that seed grows an audience
Feed; J&P look at how brands are feeding data-driven stories to hungry consumers
Speed; J&P discuss how relevance is driven by the brand’s ability to adapt to new stories, in real time
Deed; J&P talk about the deeds that consumers make because powerful brands can do them do it.
During the regional case studies presented, Paul will demonstrate how creative experimentation is vital to brand building in the digital age and James will talk about how technology is bringing old-world media smarts closer to the creative process.