Irene Kugelman on Cutting Through the Noise with Human Storytelling

Rupert sits down with Irene Kugelman to explore brand purpose in a scroll-first world, the power of experiential storytelling, and how agencies can cut through the noise in an era of ad avoidance.Irene Kugelman is Chief Creative Officer at DDB Germany, leading purpose-driven creativity for global brands. With an international background and a career that began at Wieden+Kennedy Amsterdam working on brands like Nike, she is known for crafting human-centered storytelling that cuts through the noise and builds meaningful brand connections.Rupert Maconick is the Founder and Executive Producer of Saville Productions. Saville Productions works with major brands to produce brand-sponsored films and documentaries on a wide range of social and environmental issues.