Senior Vice President of
Media Planning and Buying
As the senior vice president for Media Planning and Buying at LAGRANT COMMUNICATIONS, Catherine Hahn provides the overall strategic direction for media planning and buying for the firm’s clients. Responsible for planning online and offline paid media, digital analytics and optimizations, and overseeing the media buying team, Catherine’s experience has also allowed her to strategically lead clients along every step of the media process, from analysis and planning, to negotiating, buying, budgeting, and implementation. She also manages the firm’s relationship with media buying partner ReFuel.
Catherine leads media planning and buying for Covered California targeting African American consumers throughout the state. She manages the efforts for local community African American newspapers, radio, digital, out-of-home, social and analytics. Her effective management of digital on the account has led to year over year increases for the client’s primary key performance indicator of engagement rates.
As the former media director at Kovel/Fuller, Catherine oversaw planning, strategy, broadcast buying, SEM and analytics for a team of 10 clients such as Yokohama Tires and SoftBank Robotics. In addition, she has worked at agencies in Los Angeles and New York including Ionic Media, Spot Runner, MediaCom/GroupM, Suissa Miller, Ogilvy, Lintas and Grey Advertising.
In addition, her experience includes California specific media programs and targeted audience plans for African American, Hispanic, and LGBTQ communities. As the media lead for Oraquick, she created the launch strategy which included print, radio, outdoor, digital, paid search and community events for a project that launched the first HIV home testing kit to the LGBTQ, African American, Hispanic communities.
Catherine has more than 20 years of advertising experience with a specialty in paid media and has been recognized by her peers with several awards for results driven media planning strategies. She was recognized for the Adweek Media Plan of the Year, OMMA-Online Marketing Pharma/Health/Wellness, Effie Awards (six), and the Advertising Research Foundation David Ogilvy Award.
The Los Angeles native received her bachelor’s degree in Art History from Pennsylvania State University. She also taught Media Planning & Analysis for five years for the UCLA Extension program.