Irene is a social anthropologist with over 20 years of experience that spans research, advertising and marketing. She leads the Creative domain team across the region to build effective advertising through relevant messaging and cultural authenticity.

Irene spearheads the Kantar cultural-creative curation stream that involves Client consulting on impactful story telling along with providing direction to optimise and enhance brand narratives.

Irene has worked with clients across a broad range of categories to apply Design Thinking to innovation, product development and creative insight. She has spoken publicly on a variety of topics ranging from brand archetypes and unearthing great story opportunities to the effective use of semiotic frameworks in advertising.