konstantin popovic

20 Questions with Konstantin Popovic, CEO of Grey Group – Media Agency Interviews

Jessica Lai Media Agency Interviews

Name: Konstantin Popovic
Role: CEO of Grey Group
Age: 52

Konstantin Popovic, also fondly known as KP, has almost 3 decades of experience in advertising. He has been in Grey Group for over 7 years, with over 4 years of experience helming it as CEO. He has previously worked at Publicis and BBDO. 

  1. What are your hobbies? 

My #1 hobby has always been traveling and exploring other cultures. The most remarkable trip we have taken from Singapore was to Amritsar. It is a truly unique place and the visit to the Golden Temple is very special regardless of which God you believe in.

Golden Temple in Amritsar.

KP at the Golden Temple in Amritsar.

  1. What is your favourite quote? 

“Be Water, my friend” by Bruce Lee. Whether in our personal or our professional lives, it is always good to stay flexible, evolve, adjust to situations and be agile in our minds. I even wear a t-shirt with this quote. 

  1. What is your favourite movie?

I like most Christopher Nolan and Coen Brother movies and I hate all Quentin Tarantino movies.

  1. What is your favourite song?

Any Bob Marley song. Musicians have such an enormous influence over millions of people. I love it when artists use that power to put the spotlight on societal issues. Bob Marley did it in a way that makes you want to dance and sing along while reflecting on his lyrics and message.

  1. Where’s your top foodie spot?

For a taste of something I grew up with, go to Huber’s Bistro and order the Currywurst – you will be eating a piece of Berlin.

  1. Three words people use to describe you: 

Direct, empowering, funny.

  1. Three words you’d use to describe yourself: 

Caring, reliable, open.

  1. Last good Netflix show you watched?

Fauda” if you are looking for something intense and “Call my Agent!” if you are looking for some light-hearted entertainment.

  1. People who inspire and influence you?

The biggest influence on my life is my wife who would easily win the world championship in empathy if there was one. She inspires me every day to become a better person. 

#2 right now would be Al Gore, because I admire his dedication to driving the energy transition. I am part of his Climate Reality movement, which includes presenting his keynote to any audience interested.

  1. Share a personal life goal.

I want to become a significant contributor to solving the climate and plastic crisis. 

  1. What was the most memorable moment in your career?

The most memorable was being on stage in Cannes – a privilege for any business leader given that this is really an event to celebrate our creative talent. The most pivotal was my transition from working in Germany to working in the US, only six years into my career. Everything really unfolded from there.

  1. Campaign done by others that most inspired you:

My favorite TV spot of all times is Fed Ex “Stolen Idea”. I have seen it dozens of times and it still makes me laugh. It also is an outstanding example of being focused on one single message, they were able to squeeze it in three times while entertaining me.

Image credit: Fed Ex Stolen Idea

  1. Campaign done by you that you’re most proud of: 

A couple of years ago, in my role as Global Leader for Panadol, we managed to align all major markets around the world behind a campaign called “Toughies”. 

Image credit: Panadol

It celebrated people who went to great lengths for others. We were able to capture local unsung heroes in places as different as Colombia, Denmark, Saudi Arabia and Vietnam. It was purposeful work that worked.

  1. Tell us a fun fact that most of your employees don’t know about you: 

While others honed their baking skills during the pandemic, I became a better mixologist. I am currently working on the perfect Dark’n’Stormy.

konstantin popovic mixing

  1. What do you look for in employees when hiring?

Entrepreneurship, because we run Grey as a Team of Teams and everyone needs to show proactivity and bring new ideas on a regular basis.

  1. Advice for people to become more creative?

Make creativity part of your life one way or another: Be creative while cooking or go visit arts exhibits or play Roblox with your kids. 

  1. Advice for students thinking of starting a career in an agency?

Advice for students thinking of starting a career in an agency: recognise that your future careers will be at the intersection of creativity and technology.

konstantin popovic grey group
At Grey Group.

  1. Any shout-outs you want to give (to people, side-projects, clients, etc)?

I have started advising Seven Clean Seas, a Social Enterprise whose mission is to reduce plastic waste in the world through Plastic Offsetting and Waste Consulting.

beach clean up

At our agency beach clean up in Sembawang.

  1. What are your plans as CEO?

I hope I can inspire other leaders in the industry to recognize the power we have to influence consumer behavior, so let’s use this power to make the world a better place.

  1. What do you hope to accomplish at Grey within the next year or so?

My goal this year is to be recognised for running a true 3P’s agency – a place that equally cares about people, planet and profit.

Related links:
Grey Group Singapore
Konstantin Popovic’s LinkedIn


This post is part of our Media Industry Leaders series. If you’d like to be featured, or have a nominee in mind, please drop us a note at [email protected]

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