Catherine Hostiani
ENITIDDE
Media & Advertising Consulting

Media strategy is not one-size-fits-all.

I guide brands and marketing teams to find clarity on who to target, where to invest, how to show up, and what to measure, based on their unique positioning and challenges.

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What I offer

Three pillars, one clear approach

Engage me for one pillar or combine them. Each comes with specific deliverables you can use the next day.

1Diagnose

Know where the budget is working.

Key activities

  • Media performance review: an audit of current activity across channels and markets to identify waste.
  • Audience structure and growth-opportunity analysis.
  • Review of KPIs and how results are measured.

Deliverables

  • Audit Findings ReportCurrent spend and performance by market, with 3–5 prioritised actions.
2Strategy

Decide where to invest.

Key activities

  • Full-funnel media planning: the audience growth opportunity, the communications task, the touchpoints, and investment allocation across the customer journey.
  • KPI framework.
  • Systematic test-and-learn plans.

Deliverables

  • Strategy Presentation DeckInvestment strategy, audience approach, and channel roles, built for stakeholder sign-off.
  • Planning FrameworkThe reusable structure behind the recommendation, so your team can keep applying it beyond this engagement.
3Activation

Make it work and keep it working.

Key activities

  • Fractional media lead embedded in your team: guiding strategy, optimising budgets, and steering agency partners.
  • Team training on digital media.

Deliverables

  • Agency briefs and performance reviews
  • Training sessions
  • Ongoing budget and performance recommendations
Case Studies

A closer look at the work

Every case study below is one I led personally, end to end. Click a card for the full picture.

Independent Engagement

Media Strategy Review for Ricola North Asia

Situation

Marketing leaders in China and Korea needed to understand the optimal way to invest media across touchpoints, including KPI setting.

Approach

I audited media plans and audience strategy, identified wastage in the buying approach, and proposed a cross-media strategy with systematic test plans.

Outcome

A full-funnel media planning framework that delivers cost efficiency and unlocks budget to test new media.

Case Study

Building Regional Media Operations for Glico Asia Pacific

Situation

Marketing leaders across 4 Southeast Asia markets needed a consistent way to evaluate media performance, justify media investment, and accelerate innovation.

Approach

I built a regional media operational model, developed a consistent planning framework, trained sales and marketing teams on digital media, and initiated joint business partnerships with Google and Meta.

Outcome

The revamped media mix was more closely aligned with media consumption behaviour. Media's contribution to sales was validated through third-party measurement, and digital partnerships led to innovative digital tools and creative workshops that improved creative performance.