Hatched Sydney welcomes Catherine Edghill and Danni Dimitri to the leadership team


Edghill joins as general manager, while Dimitri takes on the role of head of strategy

Hatched has announced the expansion of its Sydney office with the appointment of managing partners Catherine Edghill and Danni Dimitri.

Hatched Sydney opened its doors in August with Mike Wilson announced as Sydney chairman and Simon Porter taking on the role head of retail.

Edghill now joins the media agency as general manager, while Dimitri takes on the role of head of strategy.

As general manager, Edghill will oversee the establishment and growth of Hatched Sydney with a focus on channel-neutral comms planning, married to retail smarts. She was previously the group business director at Havas.

Edghill said: “Hatched Melbourne has established itself as a great place to work. The attention the agency pays to nurturing talent and building long-term client partnerships makes it a force to be reckoned with.

“Sometimes our industry defines success by client billings or the number of trophies in your boardroom. But true success comes from looking after your people, genuinely listening to them and helping to shape their careers.

“In today’s market, that’s not something you can compromise on, and, ultimately, it means better output for our clients which is what we’re here to deliver.”

Echoing Edghill’s people-first view, diversity is a keen focus for Dimitri. “Ethnically diverse leadership draws out the talents and contributions of everyone, irrespective of their cultural background,” she said.

“Our goal is to deliver culturally reflective work. If we understand and reflect people better – whether that’s our team, clients or potential customers – that will lead to growth.”

Formerly head of strategy at Havas, Dimitri will lead the strategy offering at Hatched Sydney. She underscored the agency’s strategically led positioning: “We’ll be getting back to the fundamentals of comms planning. That means immersing ourselves in our client’s world to better understand the real business problem and plan effective communications that grab and hold people’s attention.

“With a fresh take on planning, and unequalled omnichannel retail expertise, Hatched Sydney has the unique ability to drive customers to store and then pull them through store to purchase. That’s not something traditional media agencies are able to do.”

Edghill added: “We’re joining a business that has been built from the ground up to give more attention to clients and the media purchased for them. That’s pretty rare in this industry.”

Hatched founder Jack Byrne said: “Cat and Danni live and breathe the Hatched ethos of people first, profit second. With these two in charge, Hatched Sydney will be one of the most exciting and forward-thinking agency offerings in the country.

“It’s the perfect complement to what we have built in Melbourne over the past decade, and what Mike and Simon have started to build in Sydney. I can’t wait to see the great things Cat and Danni will produce for Hatched. And the industry!”

Top image: Cat Edghill and Danni Dimitri

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