Diageo is like many highprofile brands trying to figure out. J is the new brand from luke walker, who i profiled earlier this year and who i believe is one of the most important voices in clothing design working anywhere at present. Leila has a real vision for platform , intent on helping to bring brand purpose to life working with and through cultural voices. Sometimes it can just be fun, but it has to run plausibly through each of the brands activations, ringing true the whole way through. To explore these sensitive subjects, we brought together a panel of women at the ace hotel, london including writer leanne cloudsdale, founder of platform leila fataar, creative partnerships director heta fell, founder of frame and mumhood pip black and cook and author anna jones. Aug 16, 2017 chupa chups on demystifying the smoke and mirrors around influencers. Music and live entertainment is so ingrained in british culture we love it. New currency is a global youth culture platform dedicated to the exchange of ideas. A fascinating discussion focussed on cultural credibility hosted by christopher morency from highsnobiety with glenn martens from yproject, stavros karelis from machinea and leila fataar. L, nick entwistle, washinze one minute briefs, leila fataar, washinze platform , ali hanan, washinze akaba na pdg wa creative equals, na adrian walcott, washinze akaba numuyobozi mukuru wa brands with values. She claimed that brands should go beyond just thinking.
We sat down with her to find whats wrong and what the alternatives might be. Platform answers big brand challenges working with these cultural voices. Put streetlevel know how, a digital devotion and endless experience together and youve got leila fataar. Platform isnt an agency but a freelance network of creative pioneers from the worlds of fashion, music, art, design, sports, food and drink. Founder of platform who left a senior marketing role for diageo to create an agency devoted to making brands more culturally relevant. We are social thinks forward with identity, authenticity, and. The debate pinpointed on how streetwear brands excel at cultural credibility and what luxury brands are taking from streetwear brands when. Aug 09, 2017 leila fataar, previously head of culture and entertainment is leaving diageo. How to get a freelance career off to a flying start. She has over two decades of experience, from her 10 year first youth oriented boutique agency, spin, a stint at corporate powerhouse edelman and in senior roles at both sportswear giant, adidas originals global and diageo europe giving her a unique ability to speak. Chupa chups on demystifying the smoke and mirrors around.
Leila look forward to working with you in your new venture platform. Highlights from the opening day of the festival include talks by leila fataar from platform , debbie millman on her popular podcast design matters, and jury insight sessions where visitors can hear about some of the judges views on this years entries and what it takes to make pencilwinning work. View leila fataars profile on linkedin, the worlds largest professional community. Leila is a rare hybrid of creativity, corporate understanding and culture. Brands looking to connect and do more meaningful and impactful activations within the community are looking to platform to come up with new ideas.
A fascinating discussion focussed on cultural credibility hosted by christopher morency from highsnobiety with glenn martens from yproject, stavros karelis from machinea and leila fataar from platform. Diageo plans to replace fataar, with an announcement expected in due course. In my community, we have a different lexicon that we use to describe what i do, like bricolage or collage, he said in a conversation with leila fataar, founder of cultural branding firm platform , moderated by bof editoratlarge tim blanks. She has over two decades of experience, from her 10 year first youth oriented boutique agency, spin, a stint at corporate. Leila fataar is creating a postive impact through platform. But for us at platform, culture is the stuff of life, a reflection of reality, a global connector of communities. Last summer, we hung out with leila fataar, the founder of platform. Leila fataar, founder of cultural influence business platform , contended that being different is what matters. Dec 06, 2019 a fascinating discussion focussed on cultural credibility hosted by christopher morency from highsnobiety with glenn martens from yproject, stavros karelis from machinea and leila fataar from. Leila fataar of platform writes about the inspiration behind her most recent venture. Leila fataar, previously head of culture and entertainment is leaving diageo. Leila fataar launches platform leila fataar, diageos first and now former head of culture and entertainment for europe, has a lot to say about the state of modern marketing.
Always in search of authenticity and real influence, leila has been challenging brands who blindly follow the influencer trend. Join facebook to connect with leila fataar and others you may know. So far, highly worthy and frankly of the moment, but where it differs is in its approach, rather than looking high and aiming for those with large follower numbers, it looks beyond the numbers and considers whether the output is right for the brand and the individual. Brands looking to connect and do more meaningful and impactful activations within the community are looking to platform to come up with new. Sep 11, 2019 platform is interesting and of leila and her vast experience, its aim is to create and maintain cultural relevance for big brands. What makes virgil ablohs offwhite the hottest brand on. Oct 15, 2017 put streetlevel know how, a digital devotion and endless experience together and youve got leila fataar. Leila fataar, diageos first and now former head of culture and. Senior executives from us bank, northwell health and campari are among the judges being announced today for the effective innovation category in the 2018 warc awards initiative, a global search for nextgeneration marketing effectiveness. Aug 16, 2017 leila fataar platform diageos former and first. She claimed that brands should go beyond just thinking outside of the box. Meet leila fataar, diageos new head of culture robs blog. In addition, they are choosing to work with agencies of the future, who bring different creatives together to execute a client brief acting as a freelance network. Former diageo marketer leila fataar wants to help global brands.
Having always had a flexible mindset that comes from working with startups, the events of recent weeks have not presented too much of a culture shock for fataar. Leila fataar is the founder of platform founded in august 2017 to answer challenges faced by brands in the ever changing world of creative innovation and the swiftly moving cultural landscape. It comes as absolutely no surprise to me that fiveyearold offwhite is the worlds hottest brand. Leila fataar, founder platform leila fataar is the founder of platform founded in august 2017 to answer challenges faced by brands in the ever changing world of creative innovation and the swiftly moving cultural landscape. Leila fataar, the founder of influence consultancy platform , deconstructs the allure of offwhite, which was recently named as the hottest brand on the planet by fashion search platform lyst. Former adidas and diageo marketer leila fataar is the founder of consultancy platform , which helps brands connect with a new breed of agencies and creatives. Find the editorial stock photo of leila fataar founder platform , and more photos in the shutterstock collection of editorial photography. A summer without festivals is an invitation for innovation. Yuhi vi bushayija yatumiwe mu muhango wo gutanga ibihembo. Aug 05, 2019 back in london, she now runs platform , which is less of an agency and more of a network of freelancers.
There is an importance for brands to work with cultural leaders that are shaping and leading the mainstream, rather than buying into. Nov 26, 2019 a fascinating discussion focussed on cultural credibility hosted by christopher morency from highsnobiety with glenn martens from yproject, stavros karelis from machinea and leila fataar from platform. An independent multi discipline company helping big brands build cultural value. Diageo hires first director of culture and entertainment. Diageos head of culture departs to link brands to cultural influence but not influencers. Facebook gives people the power to share and makes the world more open and connected. How marketers can navigate the perfect storm of remote working. Leila fataar founder platform editorial stock photo. We are social thinks forward with identity, authenticity. Would the world really miss you if you didnt exist. Creative design festival in dublin annouce lineup spin1038. This just in via marketing magazine drinks giant diageo has appointed leila fataar to the newly created role of head of culture and entertainment at diageo europe as it looks to align its premium brands with music, film, fashion, food, drink, sport, art and design culture.
My uncles were and are famous musicians, who have broken boundaries in apartheid south africa since i can. Back in london, she now runs platform, which is less of an agency and more of a network of freelancers. Platform is a new type of agency that creates cultural relevance for. Leila fataar is the founder of platform founded in august 2017 to answer challenges faced by brands in the everchanging world of creative innovation and. Aug 21, 2017 former diageo marketer leila fataar wants to help global brands find their cultural sweet spot. Platform is a new type of agency that creates cultural relevance for brands. She is setting up her own venture platform , with diageo as the first client. Covid19 will affect everyone, from beyonce to your pub band.
Neil perkin, founder of digital consultancy only dead fish which specialises in organisational agility, believes that informal virtual gettogethers and catchups are just as essential if not more so than a formal conference call. What to expect from the future of advertising 2018. Leila has a real vision for platform , intent on helping to bring brand purpose to life. Its a new generation business, relevant for today, a hybrid of the good stuff from our industry, but a new way of working for an industry in flux. Mar 21, 2019 find the editorial stock photo of leila fataar founder platform , and more photos in the shutterstock collection of editorial photography. Macro nano influencers leveraging influence scale advertising. Lf founder platform opinion what makes virgil ablohs offwhite the hottest brand on the planet. Founder of platform , which connects the real influencers. Sep 27, 2017 at the same time, the effects have to be allowed to play out over time. Dapper dan discusses power, respect and cultural appropriation. Leila fataar is the founder of platform previously working with big names such as diageo, edelman and adidas originals who now champions established talent in the worlds of music, art and fashion through her agency, rather than the social media influencers marketing is currently so obsessed with. Leila fataar, founder of platform , spoke about the death of influencer marketing and the longevity of cultural influence.
Platform is interesting and of leila and her vast experience, its aim is to create and maintain cultural relevance for big brands. Through an event series i run, the power of quitting which champions the benefits of going freelance i have definitely noticed that the main thing that holds people back from going freelance. Apr 25, 2018 highlights from the opening day of the festival include talks by leila fataar from platform , debbie millman on her popular podcast design matters, and jury insight sessions where visitors can hear about some of the judges views on this years entries and what it takes to make pencilwinning work. Platform is not an agency, or consultancy we dont play by those flawed rules. So far, highly worthy and frankly of the moment, but where it differs is in its approach, rather than looking high and aiming for those with large follower numbers, it looks beyond the numbers and considers whether the output is right for the brand and the. See who you know at platform, leverage your professional network, and get hired. Chupa chups on demystifying the smoke and mirrors around influencers. How marketers can navigate the perfect storm of remote. I have been surrounded by creativity my entire life. Our mission is to empower the global audience of youthmany that yearn for opportunities and experiences beyond their national bordersthrough collaboration, conversation and. Diageos head of culture departs to link brands to cultural influence. I dont think there was an actual moment i decided to start platform. A summer without festivals is an invitation for innovation dlit.
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