Leila Fataar has been involved with culture branding for over 15 years. Previously, she founded and ran London based, creative communications company, Spin Agency for 10 years, before being appointed Global Director of PR / Social for adidas Originals from 2012 - 2015 and relocating to the adidas HQ in Germany.
She currently heads up the one year old Culture & Entertainment division for drinks giant, Diageo in Europe with the best remit in the world: to make Diageo's iconic brands culturally relevant.
Recent music projects for Diageo include: launching the Smirnoff Sound Collective electronic music platform in its motherland, Germany and activating the SSC at 5 LiveNation festivals over the summer; partnering the legendary Guinness with the mighty Boiler Room to live stream from 8 sound systems at the 50th anniversary of London's Notting Hill Gate Carnival, including their own sound system with super influential London night, Deviation; and an exclusive partnership with with premier Amsterdam hip-hop festival, Appelsap for Diageo's ready to drink cans portfolio (Captain Morgan, Smirnoff and Gordon's Gin). Read more