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Posts: RP Kumar

RP Kumar Author

With more than 27 years in senior roles in Consumer Insights and Strategic Planning, RP specializes in leading major research programs; gleaning relevant, actionable, sometimes hard-to-find insights from them; and developing brand, communication and marketing strategies for clients.

RP has on-the-ground global brand strategy experience across geographies (India, Middle East and North America), across categories (Food, Consumer Products, Telecom and Technology) and across major global agencies (J. Walter Thompson, Lowe and DRAFTFCB).

He is passionately devoted to teaching and is a regular faculty member at Miami Ad School and teaches often at major universities, including University of Chicago’s Booth School of Management and Texas A&M University.

RP holds a B.Sc. in Mechanical Engineering and an M.B.A. in Marketing and Strategy.

Data: Beyond a Shiny Toy

by RP Kumar| October 20, 2017

In a recent interview related to WPP earnings, WPP’s CEO, Sir Martin Sorrell said, “The three main reasons why the ad market is struggling are because of digital disruption, activist investors and the low cost of capital money.” He went on to talk about the first reason – digital disruption – in the following terms: […]

A Pilot’s Guide to Conference Calls

by RP Kumar| August 9, 2017

I’ve been on a couple of conference calls recently that were great reminders of everything that’s challenging about these valuable, yet inescapable, staples of office life. They also reminded the pilot in me of what we can all do to make conference calls more productive.

The Evolution of Data in PR: From Analysis to Synthesis

by RP Kumar| April 26, 2017

Data is no longer a “nice to know” topic – it is now established at the very frontier of PR, and those who truly understand how to use it to drive client programs will be able to succeed by orders of magnitude over those who don’t. It’s also fair to say that we in PR […]

Why the WHY Matters: Unleashing the Full Potential of Big Data

by RP Kumar| July 28, 2015

Consumer Insights have evolved from an intuitive, gut-based, “trust me” kind of discipline to a data-led, rational and programmatic one. It’s a welcome development, but there’s also a problem … Big Data has been hijacked by incrementality. It’s being used primarily in analyzing what is happening, in order to do “more of this” or “less […]

Divergent Perspectives from Cannes: The Creative and the Planner

by RP Kumar and James Kelly| June 29, 2015

Here’s to the Losers By James Kelly Here’s to those who didn’t win this week. To those whose toil in the service of the sale went unnoticed. For Cannes is about winners and winning, and there is little sparkle for the second best. So as I write this, I wonder what happened to marketing as the art of selling as […]

The Strategic Planning Cookbook: 4 Essential Ingredients

by RP Kumar| January 7, 2015

Throughout my career in Strategic Planning, many people have asked me what qualities best characterize Planners. I’ve come to realize that at the heart of it all, there is one overarching truth, as applicable to Planning as it is to haute cuisine: It’s not about process… it’s about craftsmanship. Below are the four essential ingredients […]