Mediaweek has teamed up with the IMAA to give its indie leaders a platform to talk about their work, thoughts on the industry, and their interests outside their working lives.
For Catherine Edghill, that lens is firmly grounded in how modern media agencies actually operate day-to-day, balancing strategy, data, and delivery in equal measure.
As General Manager and Partner at Hatched, she sits at the centre of a business built on collaboration, both within its own team and across client and partner networks.
Hatched, an Australian-owned independent agency, works across media strategy, planning and buying, combining data and technology with a focus on performance and attention.
With tools like Hatched ID and a strong footing in retail communications, the agency has carved out a model that prioritises measurable outcomes, something Edghill helps steer through both leadership and hands-on involvement with clients.
What sparked your interest in launching Hatched Sydney?
Freedom. Not wanting to have the Sunday scaries anymore. Being in control of my destiny. And, after years of working for global agencies, being able to manage a team in a way that was completely true to myself.
What sets your agency and its offering apart from others?
Experienced people who give a shit about our clients’ businesses.
As a business, Hatched is centred on two things, the first being goodness. We believe happy Hatchlings equals happy clients, so we’re focused on treating our people well.
Goodness also means transparency in commercial operations as we build solid, long-lasting relationships with our partners.
The other focus of the business is growth. Our role is to drive growth for clients and our people. That means ensuring we deliver business results for our clients while honouring our obligation to provide Hatchlings with the best training possible, to equip them for this radically changing landscape that is keeping us all on our toes.
Indie agencies are increasingly seeing success with major pitches. What differentiates your pitch approach from that of larger agencies?
We don’t pitch on everything. In fact, we turn down more invitations to pitch than we accept.
When we do pitch, we have made a strategic decision to go all in. As a result, our resources are focused on success.
If you have happy people who are keen to be involved and are motivated to drive growth for the business, which, in turn, drives growth for them as individuals, pitching is, dare I say, enjoyable.
Who have been your latest agency account wins?
In Sydney, we have recently won Casella Family Wines, Minor Hotels and Newell Brands.
While Hatched Melbourne has added APT Travel, Chobani & Gippsland Dairy and Hazeldenes Chicken to its client roster.
What’s a piece of work you’re most proud of?
I’m super proud of our award-winning work for Who Gives A Crap and the ‘Give With Your Backside’ campaign. With Woolworths as the critical battleground, we partnered with Cartology to develop a data-led retail media strategy to break WGAC out of its niche.
We delivered great results, demonstrating goodness and growth for them in a two-year turnaround since we won the business.
As a leader, how do you switch off from work and unwind after a busy week?
I turn off my phone and play any games my two-year-old wants me to. This week, it was a teddy bear picnic. Last week was Duplo towers. Who knows what the next week will bring?
But I think stepping out of our world into someone else’s is a good way to reset what’s important.
What does success look like for you over the next 12 months?
Sustainable growth for our business, which we’re only going to achieve by driving growth for our clients’ businesses. That really is the only success metric.
What can the industry expect from your agency?
Momentum. Is there anything more dangerous?
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Main image: Cat Edghill