Client Partner | Global Addressable Media at Dentsu
London, England, United Kingdom
Contact Info
1K followers
500+ connections
About
Having led digital strategy on a wide range of client's across my career has allowed me to grow and develop my media skillset holistically across programmatic, search and social. Working across a wide range of clients in my time, from TELCO, finance, auto, B2B businesses to fashion, luxury and parenting - I am able to understand client's needs with a breadth and depth of knowledge. I am able to both plan and execute digital strategy for clients via large team management, while retaining practical activation expertise in DV360, GA360 and Amazon DSP.
A familiar face on panels, I've spoken at the IAB programmatic summit, Mediatel and Permuative's 'Make Possible' event.
Articles by Catherine
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Ad-Week-One (an education in Programmatic)
Ad-Week-One (an education in Programmatic)
By Catherine Lofthouse
Activity
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*Disclaimer* This article is not about Cookies/Google , I would argue more interesting and something the consumers of the UK will actually relate to…
*Disclaimer* This article is not about Cookies/Google , I would argue more interesting and something the consumers of the UK will actually relate to…
Liked by Catherine Lofthouse
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Looking forward to this one and we will do our best to keep it jargon free! 4:15pm -4:30pm today on the DigiAds Stage
Looking forward to this one and we will do our best to keep it jargon free! 4:15pm -4:30pm today on the DigiAds Stage
Liked by Catherine Lofthouse
Experience
Education
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University of Nottingham
Bachelor's Degree Philosophy 2.1
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Activities and Societies: Musicality choir, Contributed to 'Philsoc' Magazine
Broad course involving:
Environmental Ethics, Logic, Philosophy of Marx, Feminist Philosophy, Epistemology, Applied Ethics, Philosophy of Art, Philosophy of Language -
The Deepings School
A- Levels Art and Design, English Literature, Religious Studies, General Studies A, B, A, A
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Activities and Societies: Held the role of Deputy Head Girl Whilst being Managing Director of 'Jigajam Industries' - a Young Enterprise Company.
Licenses & Certifications
Honors & Awards
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Performance Marketing Awards | Best Use of Programmatic | Highly Commended
PMA | Performance Marketing Awards
Telco Client 'EE' wanted to increase their share of the market and lower the price they paid per conversion in the programmatic space. While launching their summer mobile promotion, they wanted to use programmatic buying to showcase their variety of handsets alongside improving CPA.
At Essence I lead the strategic direction and practical implementation of the test campaign which compared fixed-bid (set price auction) against auto bidding (dynamically changing bidding based on the…Telco Client 'EE' wanted to increase their share of the market and lower the price they paid per conversion in the programmatic space. While launching their summer mobile promotion, they wanted to use programmatic buying to showcase their variety of handsets alongside improving CPA.
At Essence I lead the strategic direction and practical implementation of the test campaign which compared fixed-bid (set price auction) against auto bidding (dynamically changing bidding based on the likelihood the individual bid will perform well). The results were outstanding. EE’s June campaign proved automated bidding produces better results across the board compared to traditional fixed bid approaches. All device manufacturer campaigns were able to reduce their CPA and increase the volume of conversions with auto bidding.
We worked closely with our client and our programmatic partners at Google to ensure there were no missed opportunities in this test, and together we used machine learning to lower EE's CPA by -52%, a phenomenal achievement.
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