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Could appointing a ‘head of culture’ boost your brand?

on Nov 9, 2015 | 0 comments

By Leonie Roderick

Bacardi was one of the first alcohol brands to create a culture-based role, appointing Akiko Maeda as VP of fashion

Earlier this month, Diageo appointed Leila Fataar as head of culture and entertainment Europe, a newly created role focused on embedding Diageo’s premium brands into music, film, fashion, food, drink, sport, art and design.

Speaking about her new role, Leila Fataar comments: “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.”

Diageo isn’t the first brand to create new culture-based roles. In April, Read full story ›

Source: Marketing Week