15 Nov 2024
Hannah Astill has always been a people person. As Media Lead Consultant at AAR, she brings her deep media specialism, pragmatic honesty and sparkling enthusiasm for building relationships to every agency selection process she’s involved in. And it’s no wonder she knows a thing or two about chemistry - once upon a time, she even founded a dating agency.
When a stint in recruitment failed to gel, it was a recommendation from a friend which started Hannah on her marketing journey. After cutting her teeth on the Unilever account at Mindshare, Hannah spent 13 years agency-side, rising to become Business Director at Goodstuff Communications while still only in her early thirties.
We are always loathed to compare romantic relationships to brand/agency partnerships here at AAR, but there is something to say about Hannah Astill’s skills as a matchmaker (she’s even acted as celebrant in the marriages of several friends) and her ability to understand how people work together; the things that make them connect.
It’s this curiosity about people which makes Hannah’s ideal client someone who leans in, gives access to their challenges, speaks openly and honestly and is willing to work collaboratively. This candidness and willingness to engage is something that Hannah always returns. As she said herself; “We have a lot of integrity at AAR. We want to help people. We care about others, care about making a match, and we care about giving people the tools they need to succeed”.
An opportunity that Hannah Astill has embraced since joining AAR is that of being a voice for agencies; running fun and fair agency selection processes that leave everyone feeling empowered rather than deflated, with detailed, constructive feedback to take into the future. But after a career spent agency-side, she’s also relished becoming an advocate for brand-side professionals, taking pride in navigating the challenge of maintaining the mutuality, neutrality, and impartiality that achieves the best results for everyone.
One of the biggest challenges for brands in the media landscape, according to Hannah, is the tension between needing deep specialism alongside a more integrated service offering that gives singular oversight and a centralised effectiveness framework. Data and digital advancement have meant we can be more connected than ever before, and we at AAR can help brands navigate the optimum marketing and agency model to deliver this.
What’s more, continuing fragmentation makes it difficult to achieve seamless planning for today’s complex consumer, especially in a way that doesn’t lose sight of the fact that, without the right brand message and inspired ideas, devising 1000 different assets and multiple underpinning work streams will still fail to win attention.
When it comes to agency selection, it can be tempting to look for another agency with a like-for-like scope, but this risks getting a 'better' rather than 'best' solution. This is why she always starts any agency selection process with a sense of inquisitiveness, ensuring that everyone is asking the right questions before they start looking for answers.
Like everything else in marketing, the media landscape is evolving at lightning speed, but behind the channels and platforms are the people who make it all tick. Hannah’s passion for fostering meaningful connections - and her unique blend of empathy, expertise, and enthusiasm - means that she pours endless energy into ensuring that every match she makes is set up for long-term success. If you’d like to find out more, message Hannah at hastill@aargroup.co.uk.
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