about

about: the big switch 

The Big Switch is just a very simple name for a very complex series of changes taking place. Changes in the way we use and generate content, media and advertising in Asia.

Give or take a few hours, our average day follows the 888 pattern: work 8 hours; live 8 hours; sleep 8 hours. Not much changes in the world of work or sleep (thank god), but those 8 hours we actually live are going through a beautiful metamorphosis.  

Our focus with this blog is on the big switch in media and marketing – the switch of control from marketer to audience – because that’s the world we work in. We’re also skewed towards Asia, because that’s where our homes and hearts are. To read more about the Big Switch, here’s a short download pdf essay written in April 2006 called Never Interrupt The Cave Men

If all goes to plan, we should be pulling together the various strands of the Big Switch story for a long time to come

  • new media and technologies
  • old media mutating
  • billions of marketing dollars wasted on bad ideas
  • asian values pulled in all directions
  • weirdly compelling user-generated content
  • impossible marketing measurement

about: us 
The Big Switch blog aims to record and deepen an extended conversation between members of our MindShare community of 2,000+ media investment professionals across 15+ countries in Asia-Pacific.

Our team already shares data, insights and opinions on a regular basis. We’ve also been known to share a few drinks on a regular basis. But we all felt the need to talk more, share more, meet more original thinkers and keep all the important insights in one central place. 

This isn’t intended to be a corporate blog, but it would be rude not to introduce ourselves. MindShare is a GroupM company, which is part of WPP, one of the world’s largest global communications services groups.  Mindshare’s billings are $23.9 billion (Source: RECMA July 2006), with 5,300+ people across 66 countries around the world.  In Asia, we’re very proud to have won Media Magazine’s Asia Pacific Media Agency of the Year for the past 3 years – 2003, 2004 & 2005.

Having said that, this blog is completely open to anybody and everybody who has an interest and wants to post or comment.

So who’s managing the blog? Ultimately the plan is to have a true group blog, with regular contributors posting from each Asian country. For now, while we get the ball rolling, yours truly (James Chadwick) in Singapore will host and post all your wonderful ideas. Just click on ‘contact’ above to get in touch.

The opinions, ideas and information expressed here represent those of the author(s) . These have not been approved or authorised by GroupM or WPP plc, either explicitly or impliedly. GroupM or WPP plc is not liable for the content or presentation of these pages. In no event shall it be liable for any damages whatsoever resulting from any action arising in connection with the use of this information or its publication, including any action for infringement of copyright or defamation.

1 Comment Add your own

  • 1. Mark  |  September 9, 2007 at 1:22 am

    An interesting actual example of interactive windows here in New York, for Elle McPherson Intimates. As consumers pass by, the black windows reveal revealing pictures of models in the store’s lingerie.
    The video is interesting not only for the how of technology, but also because it seems women are far more fascinated by men, albeit on a sample of 1 store and 2 mins video.

    Reply

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