September, 2025.- At Roastbrief, we spoke with Rebecca Dell, newly appointed Executive Producer at BUCK, who steps into the role with the mission of amplifying the agency’s presence in the UK and across Europe. With a background that merges strategic thinking and a deep commitment to talent, Dell arrives after founding and scaling The Different Folk into a globally recognized studio.
That experience sharpened her ability to blend production, business strategy, and talent development—skills she now applies to BUCK’s model of building creative systems that extend beyond one-off campaigns into sustainable, long-term brand platforms. Her leadership philosophy—rooted in care, craft, and collaboration—seeks to empower both artists and clients, ensuring that projects are authentic, impactful, and culturally resonant. For Dell, the opportunity lies in combining BUCK’s global innovation with the distinctive diversity of the UK’s creative landscape, shaping projects that transcend traditional advertising and expand into entertainment, gaming, and immersive experiences. With her at the helm, BUCK positions itself to define a new standard of creative excellence and cultural relevance.
- 1. What motivated you to join BUCK, and what excites you most about leading within their European team?
I’ve been following BUCK’s work ever since I started my career in the creative industries back in 2013. The level of craftsmanship across their huge body of work has always been incredibly inspiring. When the Executive Producer role opened up at the exact time I was looking for a new challenge, I was thrilled to put my hat in the ring.
Joining their European leadership team feels like an exciting opportunity to work on a much wider range of briefs whilst staying at the forefront of commercial creative. Instead of individually-fronted artist-led campaigns, I now get to help build world-class teams that can solve any creative problem a client throws at us.
- 2. After growing The Different Folk into a globally recognized studio, what lessons are you bringing into your new role at BUCK?
My previous role, building a creative studio from scratch, saw me wearing more hats than I had cupboard space for. I’m incredibly proud of what I built and the experience made me extremely agile. Whether that was scouting the next generation of talent, hands-on producing or overall business strategy, the experience taught me not just to deliver projects, but to grow careers, develop new offerings and think holistically about how a studio evolves. I bring that same mindset to BUCK, looking at the work in front of us whilst keeping an eye on what will grow the team and the business in the long run.
- 3. BUCK is known for innovation and artistry. How do you plan to align client objectives with that creative ambition?
I think everyone in the creative industry is used to the challenge of client budgets, particularly over the course of the last few years where purse strings have tightened but creative aspirations haven’t.
At BUCK, we’re proud to build partnerships that go beyond immediate needs. We don’t just deliver campaign assets, we create systems that work. Systems clients can return to, evolve, and expand over time. It’s about marrying pragmatism with ambition, ensuring our work is not only effective, but also beautifully crafted and culturally relevant. Work that clients feel proud to come back to again and again.
- 4. Your leadership philosophy emphasizes care, craft, and collaboration—how do you translate those values into day-to-day production?
I’m deeply passionate about advocating for both the artist and the client, finding that sweet spot in collaboration that allows us to build solutions that feel authentic, representative, and creatively special.
I love understanding how to get the best work out of people, finding projects that inspire them and lining them up for success. That can be as simple as pairing a designer with a brief that excites them, or making sure a producer feels empowered to problem-solve creatively. Often it’s the small things that add up to the biggest results.
- 5. How do you approach spotting emerging trends and connecting them with the right creative talent?
I’m really proud of the eye for talent and cutting-edge creativity I’ve honed over the years. I look closely at the artists and studios producing the freshest work, what inspires them and who are they following. That way I can spot what’s next and connect it with clients who are ready to push boundaries.
- 6. Looking ahead, what kinds of culturally resonant work do you hope BUCK will be known under your leadership?
BUCK is already an institution, but here in the UK we have the chance to define our creative voice. My ambition is for us to be known for work that feels globally relevant, yet distinctly shaped by the innovation and diversity of the UK’s creative scene – from advertising and experiential, to entertainment and gaming. The UK’s creative industry is a global powerhouse, and I’m excited to help deepen our roots here.
