Leila Fataar: "Brands need to contribute to the culture they're selling to"

[Music] de lavit are just started a new venture called platform 13 it's a new generation I like to think super agile is trying to answer challenges that I have faced throughout my career and what I can see in the industry so it's a little bit hard to describe but it's literally about cultural resonance and cultural value and ensuring that that's done respectfully and authentically for big brands couple of different challenges was we as big brands it was difficult to work with smaller brands freelancers people who are actually I guess at the cutting edge of change because as with any big brand to be a big brand you've got these incredible processes that need to need to happen so to be able to work with these people I almost wanted to be an aggregated supplier to big brands to be able to do that it's really about the work and it's all about going what is the brief how do I translate that the ability to talk about the language of corporate and big business and the language of culture bring that together and then curate these networks of incredible people that I know is thankfully from 20 years of being in the business who are real gain changes to come up with something that's a bit new and a bit original a bit fresh because I feel like everything is starting to feel a bit generic because we are under pressure to get so much content out all the time that sometimes the KPI is more efficiency than creativity I think you can do both I might even brands cultural value make an impact because consumers want their brands to mean more than their products it's as simple as that and brands have a responsibility they big brands we have struggled with government we struggle with politics big brands have a big place to play because they have the weight and they have the voice and they have the ability to change things so for me it's really important that they are contributing to the culture that they are selling to in a way that feels positive so recently you said rest in peace influence marketing I did longer influence yeah can you maybe elaborate just coming from I guess a cultural background and coming from a place where advertising wasn't the norm because there was no big production budget and there wasn't big media's fans we've always done collaboration in order to be able to do that and I feel like influence is less about number of followers and more about expertise so for me it's as simple as that it's like it's not about influencer it's about how we use it at the moment and the spectrum that we have and I find it really strange that brands would go oh I'm gonna get a computer and type in lifestyle and type in 50 million and that's gonna be my brand ambassador that just doesn't make any sense rather in a world where we just like suffocated by content who wants to see another pretty picture with generic brand one two three in the same image we just want to do that it's better to go what are we trying to do culturally what are we trying to do positively and then creating content with those people who create culture to actually in service of the message and and the activity you're trying to do but it's about those cultural voices that you need to work with that's the offer that's kind of different so that's why I mean by that that statement that literally the whole world emailed me about you can imagine and so generally how is your experience being awesome actually I dunno what we're gonna do next year is we're gonna do like the WWF because literally when you come in it feels like that somehow actually the space is incredible and the speaker's programming has been amazing a really good variety of different types of people really well sorted amazing helpful speakers who came in fantastic talks like how it's really sort of themed into something specific and I think yeah just really well done really well done [Music]