Definition Strengthens Senior Team and Launches New Food and Drink Specialism

Sandra Hobson, the agency’s Head of London, has been promoted to Board Director and Ellie St George-Yorke promoted to Head of Leeds to fuel the growth of the agency’s UK operations, whilst Rosanna Head joins the agency as Associate Director in London.

With in-house and agency experience spanning John Lewis, Nestlé Purina, Money Advice Service, Golley Slater, Hill & Knowlton and Red Tractor Food, Rosanna will work closely with Sandra to launch the agency’s new reputation and issues management offering to the food and drink sector. Both have extensive experience working with global food and drinks brand owners including Diageo, Unilever, Mondelez, Kraft Heinz and Capri-sun.

Having recorded a strong period of new business over the summer, bringing on board Benenden Health, the national healthcare provider with 800,000 members across the UK, and FibreNation, the national full-fibre broadband wholesaler, Definition has now also secured contracts with global experiential marketing agency, 2heads, and Dine, the historic venue custodians and award-winning catering and event management business, based at The Mansion in Leeds’ Roundhay Park.

Louise Watson-Dowell has also been promoted to the newly created role of Digital Account Director, responsible for the roll out of Definition’s growing digital communications offer, which includes a range of LinkedIn training and promoted content products for clients.

Louise Vaughan, Managing Director at Definition, said: “The last six months has seen Definition land several major new international and UK clients, which is testament to the outstanding work the team produces. To ensure that we can continue to deliver an award-winning service to our clients, we have brought Rosanna on board and her extensive senior level experience across the core sectors that we specialise in will strengthen our offer even more.

“Appointing Sandra to the board demonstrates our commitment to driving our London office forward and she will be instrumental in growing the portfolio of clients managed through this office.

“Having invested in relocating our northern office to the centre of Leeds, Ellie’s role as Head of Leeds is key to maximising the opportunities this presents and continuing to grow our client base outside of London.”

Louise added: “Creating the new Digital Account Director role is part of our ambition to provide clients with new and evolving communications programmes. Louise Watson-Dowell will be the driving force behind the roll out of our dedicated digital communications services across our client base.”

Definition’s 30-strong team of corporate communication and personal brand specialists includes former national and international print and broadcast journalists, as well as social media, employee and community engagement, video, content and crisis communications professionals. Its portfolio spans start-ups and leading entrepreneurs to major global enterprises.

The agency boasts one of the country’s most respected reputation management offerings, having won over 60 awards both in the UK and internationally, including ‘Best Issues & Reputation Management Campaign’ at the prestigious European Communications Excellence Awards three times in four years. The business has also been named Large Agency of the Year at the UK Public Sector Communications Awards three times.

Our Offices