Regional Head of Creative, Insights Division

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 consults with clients on impactful storytelling and provides direction on optimising and enhancing brand narratives.

She 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.