Helping big brands build their cultural competitive advantage
Helping big brands
build their cultural
competitive advantage
In a world in flux and transformation, Leila Fataar confidentially works alongside big brands and legacy businesses to unlock cultural relevance from the inside out—helping them build their competitive advantage while also delivering impactful culture-led creativity and brand storytelling externally, powered by her full service company, Platform13.
A champion of cultural relevance as a business growth driver, she partners with organisations on a bespoke basis to equip them with the skills, capabilities and confidence they need to create world-class modern brands. Today, a brand needs to go beyond their category into culture, flexing and adapting to ever changing business landscapes to be relevant.
In a world in flux and transformation, Leila Fataar confidentially works alongside big brands and legacy businesses to unlock cultural relevance from the inside out—helping them build their competitive advantage while also delivering impactful culture-led creativity and brand storytelling externally, powered by her full service company, Platform13.
A champion of cultural relevance as a business growth driver, she partners with organisations on a bespoke basis to equip them with the skills, capabilities and confidence they need to create world-class modern brands. Today, a brand needs to go beyond their category into culture, flexing and adapting to ever changing business landscapes to be relevant.
That means your brand playbook and organisational set up needs to evolve to both survive and thrive in this era of uncertainty. This can help mitigate risk for today and tomorrow, enabling faster, smarter and informed decisions for both long & short term business-critical priorities.
Doing it right means that expected and unexpected shifts in the world that impact ALL brand audiences - from technology to politics, sports to gaming, music to fashion, inclusivity to climate, AI to privacy issues and more - are efficiently and credibly identified and addressed in the right way before it becomes a crisis or a missed growth opportunity.
That means your brand playbook and organisational set up needs to evolve to both survive and thrive in this era of uncertainty. This can help mitigate risk for today and tomorrow, enabling faster, smarter and informed decisions for both long & short term business-critical priorities.
Doing it right means that expected and unexpected shifts in the world that impact ALL brand audiences - from technology to politics, sports to gaming, music to fashion, inclusivity to climate, AI to privacy issues and more - are efficiently and credibly identified and addressed in the right way before it becomes a crisis or a missed growth opportunity.
Services
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Transformation
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Advisory
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Insight & Foresight
04
Practice at Platform13
01
Transformation
02
Advisory
03
Insight & Foresight
04
Practice at Platform13
01
Transformation
02
Advisory
03
Insight & Foresight
04
Practice (Platform13)
Bio
Deep strategic and executional creative & cultural brand building expertise and a seasoned entrepreneurial business leader with a 30 year wealth of international hands-on experience of lifestyle, FMCG and sportswear brands, both through her own independent practices and in senior positions brand side at adidas and Diageo.
Within this time, she has consistently delivered innovative brand activity whilst crafting a careful balance between commercial needs, legacy building and resonance with multiple audiences for and with big brands, making her the ideal resource for organisations in these transformative times. A pioneer of the culture-led brand blueprint, she has spearheaded an approach from the boardroom to the billboard that positions cultural relevance not only as a marketing strategy, but also as a key business growth driver.
Deep strategic and executional creative & cultural brand building expertise and a seasoned entrepreneurial business leader with a 30 year wealth of international hands-on experience of lifestyle, FMCG and sportswear brands, both through her own independent practices and in senior positions brand side at adidas and Diageo.
Within this time, she has consistently delivered innovative brand activity whilst crafting a careful balance between commercial needs, legacy building and resonance with multiple audiences for and with big brands, making her the ideal resource for organisations in these transformative times.
A pioneer of the culture-led brand blueprint, she has spearheaded an approach from the boardroom to the billboard that positions cultural relevance not only as a marketing strategy, but also as a key business growth driver.
She has an intangible way of reading what’s relevant in the world, blended with the rare experience of launching and running two independent owned full service companies and in senior positions at two global corporates across a variety of categories, territories and brands gives unique abilities:
- to translate the languages of entrepreneurial, corporate and cultural
- to unlock credible solutions to brand challenges today
- to understand what resonates for brands and their audiences
- to be proficient in brand transformation both externally and internally
- to rapidly uncover and implement culturally relevant activity (proactively and reactively) that cuts through the noise with purposeful intent
She has an intangible way of reading what’s relevant in the world, blended with the rare experience of launching and running two independent owned full service companies and in senior positions at two global corporates across a variety of categories, territories and brands gives unique abilities:
- to translate the languages of entrepreneurial, corporate and cultural
- to unlock credible solutions to brand challenges today
- to understand what resonates for brands and their audiences
- to be proficient in brand transformation both externally and internally
- to rapidly uncover and implement culturally relevant activity (proactively and reactively) that cuts through the noise with purposeful intent.
INDUSTRY EXPERT
Highly regarded and connected, she is regularly sought out for her culture, brand and business expertise through:
- Commentary in global industry and trend publications such as Business of Fashion, Hurs, WARC, The Future Lab, High Snobiety, Vogue Business, Digiday, The Drum, adweek and Campaign amongst others;
- A keynote speaker at influential conferences such as D&AD, Apple Today, Eurobest, and more
- A panelist at top conferences such as Cannes Lions, Advertising Week, YMS, and Social Media Week.
- A judge for D&AD New Blood, and the Webby Awards, amongst others
- Guest lecturer at a variety of schools such as Hyper Island, The One School and the University of East London.
INDUSTRY EXPERT
Highly regarded and connected, she is regularly sought out for her culture, brand and business expertise through:
- Commentary in global industry and trend publications such as Business of Fashion, Hurs, WARC, The Future Lab, High Snobiety, Vogue Business, Digiday, The Drum, adweek and Campaign amongst others;
- A keynote speaker at influential conferences such as D&AD, Apple Today, Eurobest, and more
- A panelist at top conferences such as Cannes Lions, Advertising Week, YMS, and Social Media Week.
- A judge for D&AD New Blood, and the Webby Awards, amongst others
- Guest lecturer at a variety of schools such as Hyper Island, The One School and the University of East London.
INDUSTRY EXPERT
Highly regarded and connected, she is regularly sought out for her culture, brand and business expertise through:
- Commentary in global industry and trend publications such as Business of Fashion, Hurs, WARC, The Future Lab, High Snobiety, Vogue Business, Digiday, The Drum, adweek and Campaign amongst others;
- A keynote speaker at influential conferences such as D&AD, Apple Today, Eurobest, and more
- A panelist at top conferences such as Cannes Lions, Advertising Week, YMS, and Social Media Week.
- A judge for D&AD New Blood, and the Webby Awards, amongst others
- Guest lecturer at a variety of schools such as Hyper Island, The One School and the University of East London.
DEBUT BOOK
OUT: 3 June 2025
On Pre-sale NOW
In one of the most pivotal eras in history, Culture Led Brands, written in 2024 and released in the most unprecedented time 2025, explores the nuanced intersection of cultural signals and brands today.
The necessity for this book arises from a volatile business environment where traditional models of consumer engagement, branding, and internal organisation are being upended by political, rapid societal, technological, and environmental changes.
This book aims to empower senior brand and business leaders and C-level executives and teams to rethink not just their external messaging but importantly their internal values and operations that is adaptive, authentic, and accountable to all stakeholders.
DEBUT BOOK
OUT: 3 June 2025
On Pre-sale NOW
In one of the most pivotal eras in history, Culture Led Brands, written in 2024 and released in the most unprecedented time 2025, explores the nuanced intersection of cultural signals and brands today.
The necessity for this book arises from a volatile business environment where traditional models of consumer engagement, branding, and internal organisation are being upended by political, rapid societal, technological, and environmental changes.
This book aims to empower senior brand and business leaders and C-level executives and teams to rethink not just their external messaging but importantly their internal values and operations that is adaptive, authentic, and accountable to all stakeholders.
DEBUT BOOK
OUT: 3 June 2025
On Pre-sale NOW
In one of the most pivotal eras in history, Culture Led Brands, written in 2024 and released in the most unprecedented time 2025, explores the nuanced intersection of cultural signals and brands today.
The necessity for this book arises from a volatile business environment where traditional models of consumer engagement, branding, and internal organisation are being upended by political, rapid societal, technological, and environmental changes.
This book aims to empower senior brand and business leaders and C-level executives and teams to rethink not just their external messaging but importantly their internal values and operations that is adaptive, authentic, and accountable to all stakeholders.
PODCAST HOST
Remarkable careers aren’t just made… they’re shaped by personal culture, global influences, and The Culture. It takes a bit of risk, an ability to adapt and a lot of resilience.
This podcast explores the perspectives and experiences that have shaped extraordinary careers, while sharing insights and expertise across corporate, cultural, and creative spaces.
Cultural Voices, a series of unfiltered conversations with people shaping and representing culture and creativity.
PODCAST HOST
Remarkable careers aren’t just made… they’re shaped by personal culture, global influences, and The Culture. It takes a bit of risk, an ability to adapt and a lot of resilience.
This podcast explores the perspectives and experiences that have shaped extraordinary careers, while sharing insights and expertise across corporate, cultural, and creative spaces.
Cultural Voices, a series of unfiltered conversations with people shaping and representing culture and creativity.
PODCAST HOST
Remarkable careers aren’t just made… they’re shaped by personal culture, global influences, and The Culture. It takes a bit of risk, an ability to adapt and a lot of resilience.
This podcast explores the perspectives and experiences that have shaped extraordinary careers, while sharing insights and expertise across corporate, cultural, and creative spaces.
Cultural Voices, a series of unfiltered conversations with people shaping and representing culture and creativity.
FOUNDER PRACTITIONER
Platform13 is an independent full service cultural communications and creative production studio, unlocking cultural relevance for and building your brand through fandoms, communities & storytelling.
Headquartered in London, it was created in August 2017 to answer the challenges and needs faced by big brands in the ever-changing world of consumer behaviour, creative innovation and cultural shifts.
We translate your brand DNA into the codes of cultural fandoms, helping you break category norms in a way that only your brand can. We do this by identifying a credible role for that brand through our unique cultural positioning methodology.
FOUNDER PRACTITIONER
Platform13 is an independent full service cultural communications and creative production studio, unlocking cultural relevance for and building your brand through fandoms, communities & storytelling.
Headquartered in London, it was created in August 2017 to answer the challenges and needs faced by big brands in the ever-changing world of consumer behaviour, creative innovation and cultural shifts.
We translate your brand DNA into the codes of cultural fandoms, helping you break category norms in a way that only your brand can. We do this by identifying a credible role for that brand through our unique cultural positioning methodology.
FOUNDER PRACTITIONER
Platform13 is an independent full service cultural communications and creative production studio, unlocking cultural relevance for and building your brand through fandoms, communities & storytelling.
Headquartered in London, it was created in August 2017 to answer the challenges and needs faced by big brands in the ever-changing world of consumer behaviour, creative innovation and cultural shifts.
We translate your brand DNA into the codes of cultural fandoms, helping you break category norms in a way that only your brand can. We do this by identifying a credible role for that brand through our unique cultural positioning methodology.