It’s Carnival weekend in London and an excuse to share one of our proudest projects for Diageo icon GUINNESS. In 2021, this was part of a new platform across OOH, digital and social, fully concepted and produced by us, where we were supposed to partner with people from communities where Guinness is deeply embedded as part of their culture, to tell their story, their way. The brand has been exported to the West Indies since the 1800’s, Guinness is as much part of Caribbean culture as Irish culture. We wanted to celebrate that with none other than Caribbean food sensations Original Flava and their amazing Nanny (RIP), who used #guinnessforeignextrastout in her cooking for years. Key for us was Nanny front and centre as the inspiration for her grandsons, the wonderful Craig & Shaun. A city wide poster campaign and Nan’s BBQ and recipes for Guinness Jerk Chicken and Guinness Punch created with their production team and our P13 team made up of members from the community drove impact beyond the traditional brand KPI’s as the community felt seen and shared accordingly. More at the case study here: https://lnkd.in/ePD8EBUg #Platform13_ #guinness #originalflava
Platform13
Advertising Services
London, England 1,864 followers
Delivering cultural relevance for big brands | Evolving the brand playbook to unlock business growth
About us
Platform13 is an independent global partner that creates and maintains cultural relevance for some of the world’s best known brands. Brands like: Birkenstock, D&AD Shift, Dr. Martens, Beats by Dre, House of St Barnabas, ECCO Leather, Squarespace, Under Armour, Pinterest, White Claw, Guinness, Polaroid, Vans, William Grant & Sons, Bumble, adidas, The Out by Jaguar Landrover, Flannels, Nandos, Youtube, The LEGO Group, Berghaus, Moet & Hennessy, Kånken, University of East London With more than 25 years’ proven experience, Platform13 founder Leila Fataar champions cultural relevance as a business growth driver. Having worked brand-side in senior positions globally for adidas, and on the Leadership Team for Diageo across Europe, as well as launching and running a 10 year cultural comms agency before that, she has consistently pioneered and delivered the cultural marketing blueprint. Platform13, headquartered in London, 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’re by your side on the frontline through P13TheDepot and in the boardroom through P13InsideTrack, every step of the way, creating relevance by unlocking culture-led creativity and storytelling for brands and helping organisations build their cultural competitive advantage. Unlike traditional agencies and consultancies, we don’t just ask the right questions, we provide real-world expertise, direction and hands-on delivery. You don’t even need to give us a brief. We’ll analyse your unique challenge and offer solutions that enable faster, smarter decisions and stronger performance. In the post 2020 era of culture-led creativity driven by diversity, innovation and tech, a fresh approach is needed to reach and engage ALL audiences. It's time to evolve the brand playbook.
- Website
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https://linktr.ee/Platform13
External link for Platform13
- Industry
- Advertising Services
- Company size
- 2-10 employees
- Headquarters
- London, England
- Type
- Privately Held
- Founded
- 2017
Locations
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Primary
2-4 Hoxton Square
The Lux Bldg
London, England N1, GB
Employees at Platform13
Updates
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We are 7 YEARS OLD today 💚 A little highlight reel and more on www.platform13.net 🔋 Shouts to everyone who has supported us and worked with us. 💯 #platform13_
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Anyone heading to UK Creative Festival ? Don’t miss this one! #platform13_
29 years delivering cultural relevance for and with brands | Evolving the brand playbook to unlock positive growth | Author ‘Culture-Led Brands’ 2025
Looking forward to chopping it up about inclusivity and AI with Laura Montarroso Daher Kelliesha W. Christopher Kenna and Dr Kevin Stanley-Dowd at UK Creative Festival today 🗣️ I also cover this in my incoming book: #CultureLedBrands so can’t wait to learn more ✍🏾 Forever repping Platform13 #platform13_ 🔋
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Swifties, non swifties. A view from Leila Fataar on the Taylor Swift phenom for Stylist Magazine 😎 #platform13_ https://lnkd.in/emmDX24p
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She’s back 🗣️🗣️🗣️🗣️ #platform13_ 🔋
29 years delivering cultural relevance for and with brands | Evolving the brand playbook to unlock positive growth | Author ‘Culture-Led Brands’ 2025
Was lovely to be back at this years YMS - Youth Marketing festival. This time, I hosted 2 sessions across the Trends & Culture and Social Media tracks. A Platform13 ‘In Conversation’ around the theme of FANDOM with an old friend: Daniel Richmond, global Head of Marketing for Umbro - the brand literally doing the most at the moment. We swapped do’s and don’ts from our years of experience in this area. Fun times! The second was on behalf of Pion (owners of YMS) hosting a chat about the Ultimate Collab with Tom Rainsford of Beavertown Brewery and David Morris from Bang & Olufsen sharing stories from my time at adidas and Diageo covering sportswear to fashion, FMCG to luxury. And had a quick catch up with the legend Paul McEntee too. Shouts to Olivia Newman again. #platform13_ #genz #genzalpha #gena #fandom #fanculture #collaborations
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#platform13_ for Vodafone 🔋
Thanks to Platform13, YouTube, Accenture, VOXI, LADbible Group, AMV BBDO, and all Vodafone colleagues. Our recent discussions on maintaining brand relevance across all consumer segments in Europe and Africa, with a special focus on younger generations, have been very insightful. Grateful for the collaborative energy and shared insights! Nikos Vlachopoulos Amr El Badry Sabrina Godden-Tuma Tarek Salhi Stephen Foster Lisa Pump Michalis Marinakis Leila Fataar Raphaël Denoux Roya Zeitoune Olusola BABALOLA Scott Currie Matthew Eldridge Jonny Greenslade-Cross
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#CultureLedBrands by Leila Fataar incoming 2025 ⚡️⚡️⚡️
29 years delivering cultural relevance for and with brands | Evolving the brand playbook to unlock positive growth | Author ‘Culture-Led Brands’ 2025
Deep in my upcoming book of almost 30 years experience and learnings in the field. 😬 Excited to share the #CultureLedBrands summary and the table of contents: Exploring the intersection of cultural signals and brands today, this book equips leaders with the tools to navigate uncertainty, harness cultural relevance, and drive growth in a rapidly evolving business landscape. 1. Introduction: Embracing Uncertainty in Modern Brands 2. The Case for Cultural Relevance: Evolving the Brand Playbooks 3. Redefining Organisational Structure for Cultural Agility 4. Culturally Informed Leadership: The New Expectation for CEOs and CMOs 5. Mapping the Cultural Landscape: What it means for Brands today 6. Decoding Consumer Shifts: Insights Teams at the Forefront 7. Integrating Technology and Culture: Adapting to Transformations 8. Political Sensitivity globally: Navigating Brand Positioning in a Polarised Era 9. The New Rules of Influence: Harnessing the Power of Cultural Voices 10. Diversity & Inclusion: Not Just a Policy, but a Brand Imperative 11. Environmental Consciousness: Aligning Brand Strategy with Climate Action 12. The Future of Privacy: Brand Responsibilities in Data Ethics 13. Anticipating Crisis: Proactive Measures for Brand Resilience 14. The Culture-led Business Growth Strategy: What it Means for Changes in Your Organisation Sign up to the Platform13 monthly newsletter, ‘A Cultural State of Mind’ for regular updates and pre-sale info: https://lnkd.in/dHXCYsg 💚 ✍🏾✍🏾✍🏾✍🏾✍🏾
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“RIP Influencer Marketing, Long Live Influence” Fresh out of senior positions in-house at adidas and Diageo, in 2017 Leila Fataar launched #Platform13_ with this challenger statement to the industry 🔊 Her first keynote saw her share the main stage with Google / The New York Times / NASA - National Aeronautics and Space Administration and other brand heavyweights and deliver a new vision for how partner agencies can work with brands - the foundations of #Platform13_ 🔋 Here is a quick interview with her after her talk: https://lnkd.in/eVkES5vr
Leila Fataar: "Brands need to contribute to the culture they're selling to"
video.onbrand.me
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The March 24 issue of our monthly newsletter “A Cultural State of Mind” went out earlier this month 📝 Slide for a taste of what’s inside 📲 Have a read of all past issues and sign up here https://lnkd.in/ePsECdp to receive this edition, and never miss another on the 13th of every month at 13:00h 💚 #platform13_ #culturalrelevance
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WORK: One of our first ever projects was for Diageo #captainmorgan to support them in delivering a credible message around ‘Responsible Drinking’ for a young audience in the UK. Nice memory popped up today from @campaignmagazine and shout out to Simon Gwynn 🔊 Case study below #platform13_ 🔋 https://lnkd.in/e6-iVV2Z
Captain Morgan: "Fun that isn't remembered, isn't fun"
platform13.net