Asia Pacific 2008

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Kunal Sinha
Prashant Ramachandran

Abstract

Over the past few years, the planning and consumer insight team at Ogilvy & Mather has successfully used video ethnography to unearth fresh, usable and provocative insights into groups of consumers.

However, the uniqueness of the approach lies in the long term, ongoing role that such ethnography plays in brand-building - spotting opportunities, inspiring creatives and understanding which elements of the campaign contribute to its effectiveness.

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Kunal Sinha

Kunal Sinha, Executive Director - Discovery at Ogilvy & Mather Greater China, is in charge of consumer insight & thought leadership function across all divisions of the company. He has spent over 17 years in the advertising profession, mostly in the account planning and consumer insight functions.

He is a five-time winner of the international WPP Atticus award for original thinking in the marketing services, winning the Grand Prix twice. He has taught and presented papers at leading universities in India and the US, including Harvard Business School and Syracuse University.

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Prashant Ramachandran

Prashant Ramachandran, Regional Planning Director, Ogilvy & Mather Singapore is the planner on the Motorola brand for the EMEA region. Additionally he also looks after planning on Kodak for Asia & is also the key lead for Secret Lives, Ogilvy’s ethnographic research tool in Asia.

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