PR firm Edelman has appointed Adidas' PR and social chief Leila Fataar to the newly created role of director of media strategy.
Fataar will oversee the strategic and tactical development of through channel campaigns for Edelman's clients.
Mel Hinds, Edelman managing director, said: “Confidently navigating the ever evolving media landscape has never been more important for brands and businesses, where do you place your bets if the influence constantly shifts?
“What impressed us about Leila was the fact she makes it her business to get ahead of the next media curve, giving us the capability to not only horizon scan the next big media shift, but help our clients profit from it.”
Fataar added: “PR and communication has changed forever. Brands today and in the future need an agency prepped and ready to connect the ever-moving dots to the consumer.
“This is the most exciting industry to be in at the moment and I am delighted to join Edelman to work with such a variety of recognisable household brands on doing exactly that.”
For a decade prior to her time at Adidas, Fataar was managing and creative director of London-based firm Spin Agency.