Making Sense
"It is gold when a client suddenly realizes that the cultural codes and dynamics playing out in an entirely different industry hold key answers to their own questions."
Emma Guevara
Emma Guevara is a cultural anthropologist and applied semiotician with almost a decade of commercial brand strategy experience across agency, consultancy, and client-side roles. She works at the global research consultancy, Ipsos. Her practice focuses on the culture of lifestyle, exploring how cultural codes in this arena are performed, contested, and reshaped. Originally from Ecuador, she is based in Frankfurt, Germany. When she is not decoding culture, her eyes and admiration are reserved for her two high-spirited children.