The WARC Podcast The true meaning of cultural relevance
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Jan 13, 2026 In this engaging discussion, Leila Fataar, a strategic advisor and founder of Platform 13 with a rich background in culture-driven marketing at Adidas and Diageo, sheds light on what it means for brands to be truly 'in culture.' She introduces her innovative three-layer culture stack and explores how cultural insights can identify latent audiences. Leila emphasizes the importance of engaging with culture early and cautions against over-reliance on generative AI, advocating instead for authentic, social-first experiences that resonate across diverse communities.
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From Rave Roots To Big-Brand Roles
- At Adidas Leila's remit was to make Adidas Originals the sportswear brand of the street globally.
- At Diageo she created the company's first cultural entertainment department to disrupt the category.
Culture Is A Three-Layer Stack
- Culture is the "stuff of life" that shapes what people listen to, see and value.
- Leila Fataar frames culture as a three-layer "culture stack": inherited, interest, and company culture.
Brands Are Seen Through Culture Filters
- People view brands through their personal culture stacks, which filter buying, advocacy and work choices.
- Executive culture stacks shape company decisions and therefore brand outcomes.
