Following a degree in Architecture, Laila completed a Masters in marketing and so began her love affair with brands. After a stint at British Airways within the Airmiles team, she spent the next 5 years perfecting her skills as a below-the-line FMCG guru and during this time worked with clients such as Nestle, Red Bull, Sainsbury's, PepsiCo, Proctor & Gamble, H J Heinz & Kikkoman. She also undertook more generic projects such as encouraging us Brits to Eat Five, guiding the fight back by potatoes during the Atkins diet heyday, and making fish sexy! Since joining ?What If! as an Inventor (on the Manchester office's 3rd Birthday), she has worked on projects for Kellogg's, Northern foods, Coors Brewers, AstraZeneca and Jimmy Choo.