An interview with Paul Kasprovschi, Research & Evaluation Director at GRF+

AMEC is happy to welcome new International Research Member GRF+ and looks forward to working closely with Paul Kasprovschi and their team. In this brief interview, we hear more about GRF+ from Paul Kasprovschi, their Research & Evaluation Director.

Let’s introduce Paul with his favorite moto: There cannot be strategy without research. Measurement without evaluation. And D without the R.

Q: Pleased to meet you, Paul. Can you tell us about your background and your current role at GRF+?

Paul: Pleased to meet you too! I’m Paul Kasprovschi, rather hard to spell – so briefly K. I’ve got a +20 years’ background in marketing research, integrated communication, brand strategy and civic movement. I am an associate professor at the University of Bucharest MA programs of the Faculty of Journalism & Communication Sciences and The Faculty of Business Administration. And part of the Managing Board of Geeks for Democracy, a relevant Romanian civil society NGO.

Since 2010, I’ve been playing for GRF+ team from Bucharest, Romania. We’re one of the top 3 local PR driven consultancy agencies, by far the largest independent one and the exclusive affiliates for Ketchum in Romania.

Currently, I am GRF Research & Evaluation Director. I believe that the agency which is evaluating the clients’ PESO mix is the most likely to win the interdisciplinary race between the agencies and integrate it into a full option solution. At the end of the day, the more robust our research & evaluation product, the more strategic our role as consultants. And there cannot be strategy without research. Measurement without evaluation. And D without the R.

Q: GRF+ joined AMEC recently as a new International Research Member. Why did you decide to join AMEC and what are you most looking forward to?

As I’ve learned from the AMEC staff, we are the first Romanian PR driven agency to become an International Research Member. We are valuing the AMEC thought leadership in moving the industry forward in terms of more trackable communication ROI, based on research & evaluation cycles. We are eager to contribute to this endeavor on the local and regional market. For us, the membership is a gate to provide virtually to all our +100 colleagues access to the AMEC knowledge and best practices. The journey just started, and I am looking forward any possible opportunity to transfer this value to our team members and clients.

Q: Congratulations on your distinction grade for the AMEC Certificate in Measurement and Evaluation of Communication. Why did you decide to take the course and how do you plan to apply the knowledge gained at GRF+ ?

Thank you! It means a lot to me, besides the nerdish pride in getting a good mark (let’s admit it: we all have this:) it was about getting an exhilarating dose of a globally relevant knowledge and meeting a great mentor – Professor Thomas Stoeckle. Now the really tough part starts; how to rollout all the methods and ways withing the day-to-day life and make it part of our professional “muscle memory.” In more concrete terms, I see two relevant layers to tackle: the first one is an operational stage in which to acquire effective instruments & methods such as The Integrated Evaluation Framework, The M3/ Maturity Mapper etc. Then comes a change of paradigm: from measurement and evaluation as a one-off intervention at the end of one project / campaign – to a continuum of the Research & Evaluation Cycle. That’s an evolutionary breakthrough in my personal view because this is about more than a modus operandi, it is a school of thinking, agile learning across all the formative, process and summative stages and a platform for growth on which you can integrate value coming in multiple shapes and forms: new disciplines & partners, tech tools, AI insights etc.

I believe that the consultancy, which is evaluating the clients’ PESO mix, is the most likely to win the interdisciplinary race between the agencies and integrate it into a full option solution. At the end of the day, the more robust our research & evaluation product, the more strategic our role as consultants. And there cannot be strategy without research. Measurement without evaluation. And D without the R.

Q: In your company intro video, you mention that 2022 is the time to fuel up and set up GRF+ for a new universe. What new have you been working on to grow GRF+ to the next level?

During the last six years, the Agency grew from + 30 to +100 consultants, received for three times The Agency of the Year prize in PR Awards and in 2022 we ranked on the 4th place in the local Effie, the results driven competition dominated by the integrated communication groups and advertising agencies.

My bet is that the agency will continue to grow like an ecosystem comprising new capabilities and partners. For instance, on the Research & Evaluation front we acquired a strategic partnership with a local research agency (Cult Market Research) and together we built synergetic approaches, better access to measuring outcomes and new R&D tools. One example: the Barometer of the Evaluation of Influence in social media – our proprietary method to measure the power of influence and selling power which we are proud to share with our clients, such as P&G.

About GRF+

GRF+ is a top 3 Romanian PR driven consultancy agency with a mission to develop campaigns and design projects with a maximum impact on business and society.

GRF+ has over 25 years in the market, more than 100 consultants with expertise in HoReCa, FMCG, oil & gas, auto, banking, pharma, IT&C. Together with earned driven integrated communication capabilities, the Agency has developed vertical units in CSR-Sustainability, Digital, Creative Services, Crisis, Research & Brand Strategy.