Diageo hires first director of culture and entertainment

The drinks company is creating a new director of culture and entertainment, media and futures role to fuel growth in the “growing discipline”.

Smirnoff Diageo

Diageo is upping its focus on cultural phenomena such as music, film, fashion and food by creating a new director of culture and entertainment, media and futures role for Europe.

The move comes after Diageo appointed Leila Fataar to the newly created role of head of culture and entertainment Europe in 2015. Her job was to make Diageo’s brands more culturally relevant by embedding them into music, film, fashion, food, drink, sport, art and design.

However, this new role goes even further, bringing together culture and entertainment, and media and futures at director level. Diageo says culture and entertainment is a “growing discipline” for Diageo, hence why it wants a new role to bring the two areas closer together.

Anne Nosko is taking up the new position and will report into Ed Pilkington, Diageo’s marketing and innovation director for Europe. Nosko has previously held a variety of roles both agency and client side at Grey London, Leo Burnett and Sky.

Leila Fataar, previously head of culture and entertainment is leaving Diageo. She is setting up her own venture Platform 13, with Diageo as the first client.

Diageo plans to replace Fataar, with an announcement expected in due course.

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