ToffaelRashid               PlanningDirector–APAC      LeoBurne:  16#October#2012,#Miami,#USA#
LeoBurne:•  Quintessen9al#US#adver9sing#agency#   –  Founded#in#1935#in#Chicago##•  Mul9#Na9onal#   –  ##100+##offices#in#ev...
SomegreatworkfromAsia hPp://www.youtube.com/watch?v=23zXbeL9gvs#
SomegreatworkfromAsia hPp://www.youtube.com/watch?v=CEE_[BJF[cc#
SomegreatworkfromAsiahPp://www.youtube.com/watch?v=jLSqjgmNB98#
Musingsofglobalnomad•  Where#did#it#all#come#from?#•  My#story##•  The#rise#of#the#Eastern#planet.#•  21st#Century#Coloniz...
AncientAsianInvenDons    3,500–1,000BC
AsianinvenDonsofthe     classicalera 1000B.C.to500A.D
AsianinvenDonsofthe     classicalera 1000B.C.to500A.D
MedievalAsianInvenDons     500K1100AD
BriefCV:ToffaelRashid•  BriDshbornofBangladeshiparentage.•  Educatedat    –  ForestSchool(topUKprivateschool)    –  Univers...
BriefCV:ToffaelRashid•    Have#held#‘Director’#level#posi9ons#at:#     !  UnileverPLC#[#Global#Brand#Director:##1995#–#2006...
Myrealstory•  PaternalGrandfather:#     1950’s: JackfruitsellerinvillagesofSylhet,Bangladesh#•  MaternalGrandfather:    19...
MyParents•  Son#of#UK#immigrants#    !  Father:##Late#Mr#Abdur#Rashid## # #   #arrived#London,#UK#1965#    !  Mother:##Mrs...
I"would"not"write"the"songs"I"do"Had"I"not"lived"the"life"I"have"lived"                 "               S9ng#      Songwri...
brIchPp://www.youtube.com/watch?v=fWuGEbPALy0#
Don’t#try#to#change#India,##Allow#her#the#change#you#
“Dont"try"to"change"India"             " "Let"India"change"you”"
Lifebuoy,unchangedforacentury   hPp://www.youtube.com/watch?v=CHXaYXecsCg#
Lifebuoy’sSocietalMission.hPp://www.youtube.com/watch?v=g4t77d7XBhc#
Lifebuoy’sreflectsthechangesinIndia      hPp://www.youtube.com/watch?v=huztSICuXjA#
India…FamilyValueshPp://www.youtube.com/watch?v=iVrrUjJ7Jyw#
India…resoluDonofcorrosiveissues   hPp://www.youtube.com/watch?v=4lIYkQKWZvE#
India…losingitscolonialshackles    hPp://www.youtube.com/watch?v=FAe_bZGqU1g#
THE#DEBATE#ABOUT#WHETHER#ASIA#WILL#ONCE#AGAIN#                DOMINATE#THE#WORLD#                           # ECONOMY#–#AS...
United#States#of#America#           #    European#Union#           # Unites#Na9ons#of#Asia?# (China#+#India#+#NE#Asia#+#SE...
“HARDPOWER”           TO      “SOFTPOWER”
Thefallacyofmoderndaycapitalism
ProducDvity•  West:##‘Adam#Smith’#people#are#expensive#…#displace#   people#with#technology##   Produc9vity#=#using#as#few...
IdeasforalternaDveeconomic                    models#•  Robert#Zoellick,#ex#World#Bank#president,#argued#that#the#economic...
21stCenturyMegaTrends•  Human#popula9on#will#peak#(perhaps#15bn)#and#then#decline##•  CO2#levels#will#peak#which#will#forc...
Our#challenges#may#be#new.#The#instruments#with#which#we#meet#them#may#be#new.#But#those#values#upon#which#our#success#dep...
The#core#values#of###hardwork,strongfamiliesandcommuniDes,creaDvityandresilience,takingresponsibilityandservingothersare#n...
TheAsianMarketplace
Repeatmybrandname10Dmesin15seconds.               Makemylogobigger.
Shoutoutlouder
Averageno.ofTVCsviewed/week                            600               400             US#/#Europe#   Asia#
Ideasborneoutofadversity
OpportunisDc
OpportunisDc
OpportunisDc
Shopownersarestandingout
Throughhumor
…sex
…anddesign
Goingwherecustomersare
Beingresourceful
AneedforcollecDveexpression
Ohenplayedoutthroughreligion
Ohenplayedoutthroughreligion
Openingthedoortorichcultural           sources
Forming&signalingidenDty
Forming&signalingidenDty
Expressiontakes variousforms
Summary#•  Global#economy#faces#unprecedented#challenges#to#provide#for#Asia’s#   emerging#consumer#class.#•  To#do#so,#be...
Summary#•  Tradi9onal#Asian#values#to#be#adopted#if#we#are#to#meet#the#challenge#    –    Community#and#collec9vism#    – ...
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
21st Century Colonialisation:  The Asian-isation of the west.
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21st Century Colonialisation: The Asian-isation of the west.

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The keynote lecture I gave at the prestigious World Trends Forum in Miami, USA in October, 2102.

I was asked to comment on possibly the biggest trend in the world right now, which is the re- emergence of Asia and its impact on the globe.

My thesis was that the 21st Century will in effect be the Colonialisation of the Western world by Asian values.

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21st Century Colonialisation: The Asian-isation of the west.

  1. 1. ToffaelRashid PlanningDirector–APAC LeoBurne: 16#October#2012,#Miami,#USA#
  2. 2. LeoBurne:•  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. 3. SomegreatworkfromAsia hPp://www.youtube.com/watch?v=23zXbeL9gvs#
  4. 4. SomegreatworkfromAsia hPp://www.youtube.com/watch?v=CEE_[BJF[cc#
  5. 5. SomegreatworkfromAsiahPp://www.youtube.com/watch?v=jLSqjgmNB98#
  6. 6. Musingsofglobalnomad•  Where#did#it#all#come#from?#•  My#story##•  The#rise#of#the#Eastern#planet.#•  21st#Century#Coloniza9on:##Asian#values.##
  7. 7. AncientAsianInvenDons 3,500–1,000BC
  8. 8. AsianinvenDonsofthe classicalera 1000B.C.to500A.D
  9. 9. AsianinvenDonsofthe classicalera 1000B.C.to500A.D
  10. 10. MedievalAsianInvenDons 500K1100AD
  11. 11. BriefCV:ToffaelRashid•  BriDshbornofBangladeshiparentage.•  Educatedat –  ForestSchool(topUKprivateschool) –  UniversityofManchester•  AtgraduaDon,joinedUnilever’spresDgiousUK‘graduatetrainee program’inmarkeDng. –  35,000applicantsfor65jobs
  12. 12. BriefCV:ToffaelRashid•  Have#held#‘Director’#level#posi9ons#at:# !  UnileverPLC#[#Global#Brand#Director:##1995#–#2006# "  (Based#out#of#UK,#France,#USA,#India,#Thailand)# # !  PepsiCOAsiaDirector#–#New##Ventures:##2006#–#2008:## "  Based#Bangkok,#led#a#team#of#25#people#based#in#5#countries## # !  LoweWorldwideGlobal#Planning#Director:###2008#–#2009## "  Co[Led#team#of#60#people#based#in#8#countries.## # !  Saatchi&Saatchi:Planning#Director#–#Asia:##2010#–##2011# !  LeoBurne:#APAC:##Director,#Planning# •  Lived#and#worked#in#7#countries#and#visited#over#70#across#all#5#con9nents#
  13. 13. Myrealstory•  PaternalGrandfather:# 1950’s: JackfruitsellerinvillagesofSylhet,Bangladesh#•  MaternalGrandfather: 1950’s:Silk/SaritraderinthevillagesofSylhet,Bangladesh
  14. 14. MyParents•  Son#of#UK#immigrants# !  Father:##Late#Mr#Abdur#Rashid## # # #arrived#London,#UK#1965# !  Mother:##Mrs#Rabeya#Khunum#Rashid# ##arrived#London,#UK#1970##
  15. 15. I"would"not"write"the"songs"I"do"Had"I"not"lived"the"life"I"have"lived" " S9ng# Songwriter#and#singer#
  16. 16. brIchPp://www.youtube.com/watch?v=fWuGEbPALy0#
  17. 17. Don’t#try#to#change#India,##Allow#her#the#change#you#
  18. 18. “Dont"try"to"change"India" " "Let"India"change"you”"
  19. 19. Lifebuoy,unchangedforacentury hPp://www.youtube.com/watch?v=CHXaYXecsCg#
  20. 20. Lifebuoy’sSocietalMission.hPp://www.youtube.com/watch?v=g4t77d7XBhc#
  21. 21. Lifebuoy’sreflectsthechangesinIndia hPp://www.youtube.com/watch?v=huztSICuXjA#
  22. 22. India…FamilyValueshPp://www.youtube.com/watch?v=iVrrUjJ7Jyw#
  23. 23. India…resoluDonofcorrosiveissues hPp://www.youtube.com/watch?v=4lIYkQKWZvE#
  24. 24. India…losingitscolonialshackles hPp://www.youtube.com/watch?v=FAe_bZGqU1g#
  25. 25. 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#
  26. 26. United#States#of#America# # European#Union# # Unites#Na9ons#of#Asia?# (China#+#India#+#NE#Asia#+#SE#Asia)#
  27. 27. “HARDPOWER” TO “SOFTPOWER”
  28. 28. Thefallacyofmoderndaycapitalism
  29. 29. 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!# #
  30. 30. IdeasforalternaDveeconomic 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.”#
  31. 31. 21stCenturyMegaTrends•  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.#
  32. 32. Our#challenges#may#be#new.#The#instruments#with#which#we#meet#them#may#be#new.#But#those#values#upon#which#our#success#depends###hardwork,honestyandresilience,courageandfair#play,toleranceandcuriosity,loyalty,familyandpatrioDsm###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.#
  33. 33. The#core#values#of###hardwork,strongfamiliesandcommuniDes,creaDvityandresilience,takingresponsibilityandservingothersare#needed#if#the#country#is#to#“come#through”#the#worst#economic#crisis#in#decades#
  34. 34. TheAsianMarketplace
  35. 35. Repeatmybrandname10Dmesin15seconds. Makemylogobigger.
  36. 36. Shoutoutlouder
  37. 37. Averageno.ofTVCsviewed/week 600 400 US#/#Europe# Asia#
  38. 38. Ideasborneoutofadversity
  39. 39. OpportunisDc
  40. 40. OpportunisDc
  41. 41. OpportunisDc
  42. 42. Shopownersarestandingout
  43. 43. Throughhumor
  44. 44. …sex
  45. 45. …anddesign
  46. 46. Goingwherecustomersare
  47. 47. Beingresourceful
  48. 48. AneedforcollecDveexpression
  49. 49. Ohenplayedoutthroughreligion
  50. 50. Ohenplayedoutthroughreligion
  51. 51. Openingthedoortorichcultural sources
  52. 52. Forming&signalingidenDty
  53. 53. Forming&signalingidenDty
  54. 54. Expressiontakes variousforms
  55. 55. 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’##
  56. 56. Summary#•  Tradi9onal#Asian#values#to#be#adopted#if#we#are#to#meet#the#challenge# –  Community#and#collec9vism# –  Serving#others# –  Spirituality# –  Resilience#and#hard#work# –  CreaDvityandcourage –  Toleranceandcuriosity##

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