Rina Plapler

Partner, Strategy, New York

Rina is MBLM’s most stubborn and intense partner. With a graduate degree in religion, she’s intrigued by how people form bonds and rituals.

For over 25 years, she’s used this passion to help brands create meaningful, emotional connections with their audiences.

Rina leads all strategy initiatives, including research, thought leadership, naming, positioning, and messaging. She has worked for a broad range of clients at MBLM, including UL, CommScope, Alliance Bernstein, Streetworks Development (Hudson’s Bay Company), Corning, Emcara Health, symplr and the United Nations. Rina also leads MBLM’s thought leadership and research on Brand Intimacy, the emotional science behind the brands we use and love. She is the co-author of the Amazon bestseller Brand Intimacy: A New Paradigm in Marketing.

Prior to joining MBLM, Rina held leadership positions at FutureBrand and Gormley & Partners. Her previous clients have included Bank of America, Citibank, MasterCard, AT&T, J&J, the Government of St. Lucia, Mexico Tourism, Qatar Tourism, and the Government of Peru.

Rina has a BA from McGill University and holds two Master’s degrees from Harvard University. A native New Yorker, she has lived and worked in Montreal, Boston, New York, Cairo, and Scotland.