Anna George, Founder of F.T.A, a groundbreaking female-led creative agency specializing in music and brand partnerships, has over fifteen years of expertise in the MENA music and entertainment industry. With a notable career at esteemed companies like Sony Music Entertainment Middle East, TikTok, and MELT Mid-East (Steve Harvey Global), Anna's unique approach has helped reshaped the intersection of music, celebrity, and brand collaborations. Anna has been at the forefront of large-scale multimillionaire dollar projects, including The Five three-year Clean and Clear deal with Johnson & Johnson, one of the longest running music and brand partnership campaigns in the region, the launch and oversight of The Talent Hub, an in-house creative agency at Sony Music, and spearheading the launch of the first ever music audience segmentation study in the Middle East. Anna has helped brands across several industries be successful such as Miral, Daman Healthcare, LandRover, Axe and Neutrogena.