
I'm inspired by the positive, collaborative force that is Leila Fataar. As head of culture and entertainment at Diageo she partnered up Guinness with Boiler Room and Notting Hill Carnival in a live mash-up that was utterly authentic for the brand and the audience embracing it. Now as the founder of Platform13, Leila continues to tread her own path (always in envy-inducing kicks) helping big brands create relevant experiences.

__-Yasmin Arrigo, head of audience engagement__

Industry

Cultural

Profile

Campaign creative

Long time fam friend, [Paul Ruffles](https://www.instagram.com/pruffs/) (also known as Ruffs) is a trusted and recognised expert in global Sports/Street retail, business and culture.
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Starting from the shop floor at JD Sports he has a 25-year, proven track record of celebrating, creating, and delivering impact for brands, their products, and their stories. He passionately feeds off and thrives on the purpose and credibility of the work and whom the work is with.
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He is committed and empathetic to people’s thoughts and needs, and has a clear understanding of how other influences such as music and art inform other cultures and working with those to excite the market - people like Jon Burgerman, Dave White, and more recently Nicole Mclaughlin - honed over 10 years as MD of Size? and Footpatrol, various campaigns with brands such as Reebok and currently new brand directions for Merrell with the launch of Merrell 1TRL.

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Paul Ruffles

[Coco Mell](https://www.instagram.com/coco_mell/) is an independent fashion focused creative stylist and content curator, who's recognised as a tastemaker within her field, with extensive experience creating within various media formats at a global level across editorial, commercial & musical platforms - where her work has been featured on ASOS, Nike, Converse, adidas, Notion, and so on.
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This has allowed Coco to become a true all round millennial innovator with fundamental comprehension & unprecedented execution skills across crew production, model casting, location scouting & creative direction.

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Coco Mell

Friend of the P13 family, Alex Bec is the managing director and co-owner of the [HudsonBec Group](https://www.instagram.com/thehudsonbecgroup/), which exists to enable creativity to thrive. The independent group includes the incredibly influential media company It's Nice That, creative agency Anyways Creative, creative job board If You Could, and educational resource Lecture in Progress.
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Alex has an unwavering passion for giving opportunity and exposure to the best talent in the creative industry, from established names to rising stars – all four businesses continually strive to support this desire.
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Over the last ten years It’s Nice That has grown from a one-week University project to respected creative media company that reaches over a million people every month.
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Launched in 2011, Anyways has grown into an agency collaborating with the most influential companies in the world including Google, Nike, Uniqlo and BBC.
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Although in its infancy, Lecture in Progress started on an important journey in 2017 to help the next generation of creatives make better career decisions, and in time look to diversify the talent in the industry.
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As if he wasn't busy enough, Alex has also recently launched ‘If you could jobs’, worked as a Visiting Creative Director at Wolff Olins, and been awarded a D&AD yellow pencil.

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Alex Bec

The wonderful Skye Kelly-Barrett is a curator and the founder of [Roar Art & Illustration agency  ](https://www.instagram.com/roarartists/).
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Roar Art & Illustration Agency; a unique boutique art agency representing a carefully curated selection of the most talented artists, both established and emerging, within the creative industry.
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Having worked as an art director and curator, she realised that there was a space in the market for an artist agency in the New Contemporary art field, focusing on alternative & low-brow artists. Clients include: Vans, Nike, The Guardian, FA Cup, Riot Games, Virgin, BBC, to name a few.
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Alongside running Roar, Skye also curates and manages exhibitions and events, having recently taking over as curator for the Mothership venues including: The Book Club and Colours Hoxton.