Bukwild Launches Narrative Department, Promotes Katie Petterle

Following its recent promotion of Isis Dallis to president, independent brand experience studio Bukwild is expanding Katie Petterle’s role as ECD, tapping her to lead the newly launched narrative department. 

Focusing exclusively on crafting more meaningful and effective brand storytelling, the narrative department provides the Bukwild team with a human-centered communications roadmap. In her crucial leadership role, Katie will help bridge the gap between strategy, design, technology and content, unifying them in service of creating more authentic, engaging brand stories. She will also work with clients to help them prioritise the story they are telling and sharing, resulting in a more engaging and emotionally resonant user experience across all brand touchpoints. This will involve overseeing and continually improving Bukwild’s narrative practice as well as managing on-staff and contract copywriters.

For much of her career, Katie has been an advocate for greater brand empathy and honesty, applying these principles at celebrated agencies like Digitas and Publicis for clients ranging from Samsung and American Express to LG Mobile and Merck. Since joining Bukwild, her insights have been instrumental in the successful launch of Amazon Go and the creation of narrative-driven brand content for King Arthur Flour, Dark Horse Wine, and various technology companies.

A comedy enthusiast and improv performer, Katie leverages this passion into creating sharp narratives that, at times, use heartfelt humor to unearth universal truths. She is also steadfastly socially conscious, active in both the gay rights movement and as a board member/performer with non-profit “Sing For Your Seniors,” which brings professional performances into senior living centers and hospitals. 

In a complementary move, Bukwild also promoted Ethan Martin, a longtime member of the leadership team, to director of strategy. Formerly the director of user strategy, Ethan will now oversee strategy for all of the agency’s brand partners, navigating the complex negotiation between consumer behaviors and client needs.

Possessing keen insight and skill, Ethan will lead the strategy department in its mission to empower Bukwild’s creative by connecting their work to real people. This includes working very closely with clients to understand their customers and place in the market, applying that research in ways that inspire. It is a signature Bukwild approach that has produced effective and impactful experiences for some of the world’s most innovative and beloved companies, including Sony, Fitbit, Nike, Pandora, Hurley, and Toyota.

Ethan is an enthusiastic collaborator, encouraging open conversation as a way to encounter new perspectives. He has a level of empathy and thoughtfulness that resonates throughout the studio, leading to more human, valuable, and honest brand experiences. In his new role, he will work to provide greater support for the strategy department and encourage greater synergies with the creative teams, leading to a stronger work and a better agency.

At Bukwild, both will play an important part in helping clients understand the value of powerful storytelling. “Katie has a unique gift. She’s a talented listener and can find a story in every client challenge we’re given,” explains Bukwild CEO Ryan Vanni. “Her knack for crafting story around what’s true about our client, but though the lens of her understanding of audience and her own personal experiences, surfaces that special kind of magic that only artists and poets can materialize. Ethan has an unrelenting curiosity and focus on the human experience. Over the years of working together we have seen his acumen and impact grow exponentially, providing the kind of clarity and insight to our clients that is both refreshing and enlightening in the way that only ‘compelling truth’ can be.”