The promotions, which are effective immediately, are designed to advance ambitious growth plans which have seen the business increase its revenue five-fold to £10M in the last two years.

In her new role, Louise is charged with developing the proposition for the rapidly expanding group – which now comprises of six agencies – deepening client relationships and developing new service lines. A co-founder of Definition Group, Louise has led the PR operation of the business since 2015. The agency has won close to 70 awards for its work during her tenure, and she has been listed in PRWeek’s Power Book of the UK’s leading comms professionals for the last two years running.

As managing director, Katy Bloomfield will focus on driving forwards Definition Agency’s PR, content and SEO proposition for global clients including ABB, Cielo, Bullhorn, Saft and Benenden Health. Katy previously led TopLine Comms’ client service teams and held roles at marketing agencies Founded (now Iris) and gyro (Dentsu International).

Heather Baker, CEO at Definition Group, said: “As Definition Group continues to grow, we need to ensure that we have the structures in place to support that growth and facilitate collaboration between the businesses in the group. I am delighted that Louise and Katy are both stepping up to be instrumental in this process.

“As Definition Group’s chief client officer, Louise will apply her outstanding people, new business and leadership skills to take charge of driving revenue synergies across the group, building our client relationship programme and promoting the group proposition to market.

Katy has demonstrated exceptional leadership skills, strategic and creative thinking, and an ability to forge strong relationships with clients and colleagues – strengths she will use to take Definition Agency forwards as managing director.”

Louise Vaughan, chief client officer at Definition Group, added: “The breadth of the services we now have across brand experience and communication, combined with a client portfolio of some 170 businesses from global brands to market challengers presents a fantastic opportunity to evolve our offer, putting clients firmly at the heart of our thinking. I’m incredibly excited by what lies ahead.”

Katy Bloomfield, managing director at Definition Agency commented: “It’s an honour to be leading Definition Agency through our next phase of growth. We have a hugely talented team of colleagues across specialist teams which will be important as we build upon our vision for the future of comms and expand our client relationships.”

The promotions follow Heather Baker’s appointment to CEO in June. Over the past several months, Definition Group acquired brand strategy specialists Brand Vista and tone of voice consultants Schwa; was named B2B Agency of the Year at the PR Moment Awards; and ranked fifth in PR Week’s listing of the UK’s top B2B agencies (based on 2021’s figures).

Definition Group recently announced it had secured £7m in growth capital funding from ThinCats to support the business in its expansion through a buy-and-build strategy. Definition Group comprises a team of nearly 100 across its three locations in Leeds, London, and Manchester.

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Media Contact:

Katie Chodosh, 07572 699779