Read our new manifesto

Explore our new sections and topics

Diageo wants to make its brands 'relevant in culture'

Diaego is on a mission to make its brands, including Bailey's and Guinness, 'relevant in culture' and has appointed Leila Fataar in the new role of head of culture and entertainment Europe to drive that goal forward.

Fataar will focused on "entrenching and embedding" Diageo’s premium brands into music, film, fashion, food, drink, sport, art and design cultures across Europe.

She commented: “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.”

Faatar previously served as global PR and social director for Adidas Originals.