Asia Pace, Global Effect, with Rica Facundo
44 min
Rica Facundo joins Scott & Drago to stir the pot fresh off our return from ESOMAR Congress in Valencia, where we learned that Asia is still too often overgeneralised, misrepresented or simply ignored. Few people are better placed to set the record straight. Rica started out on the editorial team at Yahoo Philippines and wrote for Rappler. She went on to be a social media strategist at Publicis and Saatchi & Saatchi IRIS in Singapore and Bangkok, then a brand manager at Unilever. Today she’s Managing Editor at WARC and the driving force behind The Pace Principle, the only Asian-born marketing effectiveness study. Lean in and take a whiff - we've got all sorts of yummy bits for you: “What the hell is water?” Why culture is like the sea, and why cultural translation, not just understanding, has to add value on both sides of the tableSame same, but different: does Western effectiveness science really apply in Asia? Rica admits she went in biased, and the data humbled her...The Pace Principle 1.0 and 2.0: busting the myth that “Asia moves too fast for long-term brand building,” and why Asia-born thinking shouldn’t always need an “Asia” label to travelK-pop, China-maxing and soft power: why the rise of Asian cultural exports is simply modern-day brand building, and why we push her on whether brands are memory or action in AsiaThe Three Ceilings of Social: platform, cultural and self-sustaining, brought to life with Klook’s CMO (“if you only rely on organic, you’re delusional”) and a nod to Vaseline Verified…plus more insight and anecdotes from chic and cheeky Rica. www.potluckpodcast.asia/
