Hannah K.

Background

About Hannah K.

I'm founder of Adfabric. I'm a media planner/ buyer at heart, passionate about putting proper media planning back into media, and that this is crucial to capitalise on the latest developments with tech and AI, which are game changing in this space. I kicked off my career in media 20 years ago, when digital teams were still at formation stage in agency land. Google was a minor player, Meta didn't exist, and the iPhone was yet to be invented. I crafted high performing, award winning digital advertising plans from scratch for the likes of Microsoft, Virgin Atlantic, Tiffany & Co, and Viacom - fusing traditional planning methods with the evolving digital landscape and new opportunities that were, and still are, evolving at a rapid pace. Throughout my career, I've helped scale both large blue-chip and smaller challenger brands, navigating the constantly evolving and fragmented digital media landscape. I've built out high performing teams for world class agencies, excelling in both art & science of planning in the digital age. My expertise has been recognized in thought pieces and industry commentary for publications such as City AM, Econsultancy, Exchangewire, BARB, and The Drum. Over the decades, I've witnessed firsthand the deterioration of media planning quality, particularly in digital and performance teams. The focus has shifted to box-ticking, heavily relying on tech and data to do the "smart stuff," while neglecting the craft of media planning needed to better align the tech with their clients varying business goals and to drive truly distinctive, effective campaigns. This change, coupled with agency trading deals and operational models that stifle bigger agencies from adapting quickly to the changing media landscape and hamper truly integrated campaigns, led me to establish Adfabric. Adfabric is a multi-award winning, modern media planning and buying agency that puts proper media planning at the forefront. The advancements in AI, creative, media, data, and tech landscapes are enabling us to deliver more sophisticated, joined-up, high-performing solutions for our clients than ever before. First class planning and buying expertise is needed more than ever to truly leverage the advantages of this evolving ecosystem, joining everything up to drive competitive advantage in delivering harder working media activations. If you're interested in what I have to say, please follow for more Looking to supercharge your business' media investment? I'd love to chat – feel free to DM me or drop me a note at hannah@ad-fabric.com and say hello.