Diageo creates new head of culture role to push brands into music, film, fashion and design

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.

Diageo: Leila Fataar has been appointed to the newly created role of head of culture and entertainment
Diageo: Leila Fataar has been appointed to the newly created role of head of culture and entertainment

Fataar has two decades of experience in creative comms and was most recently global PR and social director for adidas Originals, where she joined in 2012 and was responsible for earned media and owned social platforms.

Prior to joining Adidas she was also managing and creative director of London boutique fashion and lifestyle agency, Spin, which she founded in 2002. She joined Diageo in August.

The company said the appointment was to ensure its brands remained culturally relevant. 

"As marketers, we are very lucky at Diageo to have an incredible range of brands to work with that play an authentic part in culture. Leila will be leading a team to ensure we are capitalising on this, shaping how our brands show up and ensuring that we are and remain culturally relevant," said Ed Pilkington, marketing and innovation director at Diageo Europe.

Leila Fataar added: "Making Diageo's already legendary and iconic brands relevant in culture and shaping how we connect with and reconnect with today's switched on consumer, is an amazing opportunity.

"With the convergence of the physical and digital worlds, the ever changing communication industry has never been more dynamic. It is great to be part of Diageo Europe's leadership team at this exciting time."

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