Kevin Sugrue

Pioneer
DISC Type : DIS

Director of Insights & Data Measurement, EMEA at dentsu

London, England, United Kingdom

Overview

Kevin is a global marketing strategy and insight expert with over 20 years of experience at top agencies including dentsu, WPP, and IPG. He guides major brands like Microsoft, Amazon, and Unilever, using consumer behavior and data analytics to deliver award-winning campaigns and drive brand performance.


In one role, his objective was to make the company owner a billionaire in under five years; his team delivered 145. 6% against this target six months early.

Personality Overview

Driven But Considerate

Dynamic But Sincere

Friendly But Fast

If they are convinced, they can become very strong champions for your product  They combine a unique set of diverse traits where they are fast and friendly but can slow down to be thorough when needed They have the unique ability to win both love and respect from their team (or outsiders)

Topics They Care About

Consumer Behavior
He is a frequent speaker on using consumer insights for strategic advantage, including as a guest on the "Agency Dealmasters" podcast.
Meaningful Advertising
Presented on "Meaningful Attention In Advertising" at conferences, focusing on creating memorable, influential, and measurable creative campaigns.
AI in Marketing
His work at dentsu involves major AI clients like Microsoft Co-Pilot, and he has expertise in using AI for audience insight and segmentation.

Media Appearances

Kevin has no verified media appearances

Work History

10-2025
Director of Insights & Data Measurement, EMEA at dentsu
5-2024 - 10-2025
Director at Fifty
12-2022 - 4-2024
Senior Director of Creative Evaluation, EMEA & Asia-Pacific at Dynata
11-2020 - 8-2022
Global Senior Agency Consultant - Strategy & Insight at Similarweb
3-2016 - 11-2020
Insight Director, EMEA at IPG Mediabrands

Education

Education details unavailable from Imperial College London

More Information

Social Presence :

Prographics :

Exp : 9 Location : London, England, United Kingdom Job Level : Mid-senior Designation : Director of Insights & Data Measurement, EMEA at dentsu
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Insights For Selling To Kevin

During A Call Or A Meeting

DO's

  • Ask them for a lunch or coffee once some rapport has been established
  • Build a trustworthy relationship while keeping the product center-stage
  • Showcase existing customers and use case-studies to grab their attention

DONT's

  • Avoid focusing only on the product or its ROI, keep building trust subtly
  • Don’t hesitate from asking questions or pushing them, but take a formal approach
  • Don’t be too verbose or overly friendly; a little bit, however, is fine

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Kevin is

  • Nothing less than a strong combination of proof of results, relationship and high levels of professionalism is effective with them.
  • Will you ever get a clear answer from Kevin

  • They can say no while staying friendly, but can also be pursuaded to reconsider

Insights For Deal Planning

    How fast (or slow) will Kevin move?

  • They are generally fast movers and can take quick decisions
  • Can Kevin take some risk or not?

  • They have high risk-appetite but can get ahead of themselves once in a while. Observe carefully

You And Kevin

Personality Compatibility


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