In this segment, we talk to Kunal Sinha, author of the book "China's Creative Imperative" and Executive Director of Ogilvy & Mather Greater China. Discussing personal thoughts on Chinese creativity, we take a look into his writings as he challenge this as an outsider. Are the Chinese creative? Is it something new, due to the economic growth and opening to the Western world, or something that has always been apparent that outsiders do not know? What is the commercial impact of a more creative China? Is a manisfestation of creativity in China going to make Chinese industries more competitive? What is the impact on the education system as creativity grows? The answers to these questions are revealed by Mr. Sinha for iTV-asia.

Executive Director at Ogilvy & Mather Greater China, Kunal Sinha is in charge of consumer insight and knowledge management function across all divisions of the company.
He has spent over 19 years in the advertising profession, working at JWT and McCann-Erickson. Mr Sinha set up the consumer insight function at Ogilvy in India, pioneering the use of innovative methodologies such as media ethnography, semiotics and participant observation. His work encompasses trendspotting, cultural analysis and forecasting. Sinha also runs the Ogilvy Brand Research Center at the Center for Economic Research in Peking University.

Kunal Sinha is a six-time winner of the international WPP Atticus award for original thinking in the marketing services. He won the Grand Prix twice, in 1996 for his paper 'Communication Effect - A Reevaluation of Beliefs', and in 2004 for 'The Future of Technology and its Impact on our Lives'.

Sinha has published three books including 'An Ordinary Traveller', about travels in south Asia and 'A Banarasi on Varanasi', an insider's perspective on the holy city. His third book, 'China's Creative Imperative' was a winner in the strategy category in 2008.

An invited speaker at London Business School, Kent State University, Johns Hopkins University, Peking University and Syracuse University, Mr Sinha has also conducted workshops on consumer insight at several graduate communication schools; as well as at Ogilvy. He was listed in the millennium edition of the Who's Who in the World and has authored a large number of papers and articles in academic and business journals, and business newspapers. Kunal has spoken extensively at marketing and advertising events organized by WPP, Ogilvy, business schools and the media.

Kunal lives in Shanghai with his wife and two children.