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Katch Media: Leading the Way to Stronger Marketing


Does marketing have to be all about grabbing dollars for companies? Is it possible to eliminate the mercenary side of the industry and soften the relationships between businesses and their clients? These are the questions Yan Katcharovski and Muhammed Ahmed, leaders of Katch Media Group, set out to answer when they founded their Toronto based creative and digital agency.

“The answer to both questions is yes,” Yan says. “Marketing often conjures up pretty negative images in people’s minds, but we’ve found a way to counteract that.”

The approach centers on telling stories and forming relationships. “You’ll never believe this,” Yan smiles a little, “but it also focuses on empathy. Yes, you heard me right. That’s something really unique about our agency.”

The public can be forgiven for feeling a little dubious since marketing often makes customers feel targeted by companies. Yan

laughs and admits that’s true, then says,”We are motivated by a desire to help our clients accomplish their goals and create long-lasting relationships with their own customers. When you see marketing that way, that cutthroat approach goes out the window.”

Yan has seen the results of such an approach. “Clients focus on telling meaningful stories to the world, stories that resonate with their customers and make them want to hear more. This begins that crucial relationship, and it’s no longer about the business manipulating the public to buy something.”

All of this is accomplished through a mix of digital marketing, including social media, SEO, lead generation campaigns, content production, website and design, and public relations. It’s a combination that has led to success for the company.

Yan and Muhammed have a long history together. Yan is an immigrant to Canada, and he partnered with Muhammed to start Procally Inc., a tech SaaS which received a valuation of $7 million. From here, Yan and Muhammed went on to create Katch Media; since then, the company’s highlights have included launching a six-figure e-commerce product and building a seven-figure crypto-mining project in Quebec.

With success comes the temptation to focus on the profit and to perhaps even become complacent, neither one of which Yan believes is wise.“Profit is not bad, of course, but don’t make that your idol. Remember it’s about solving people’s problems. Also, never become complacent. The world constantly changes, and you must change with it.”

To deliver a story-based marketing campaign that is both empathetic and authentic, the company focuses on these elements:

  • Casual rather than suit and tie appearance
  • Marketing reality: live videos and behind the scenes
  • More humans, more niche, and more unique personalities instead of “cookie cutter”
  • More content, less fluff. Katch Media believes consumers are getting increasingly proficient at identifying when they are being sold to, and nobody likes being sold to. Katch Media focuses on marketing that is informational and educational.

“Our employees, though, are our secret weapon. We’ve got the best employees. When I come into work each day, I know I am surrounded by people who are truly committed to what they do.”

“Also, the future is always coming. You have to be ready for it. You must know where your company is going. I aspire to have a tight-knit tribe of business owners, high achievers, entrepreneurs, and visionaries who share a common vision of humanizing the status quo.”

Away from work, what does Yan want for himself? “I’d love to speak in public more, and I’ve been itching to write my own book. I can see both of those things happening.”

Entrepreneurship is not the easiest journey, Yan admits, and he’s willing to pass along what he’s learned to those who follow in his footsteps. “I recommend that an entrepreneur not be afraid to change business plans and pivot quickly. You must plan where you want to go but not be married to it. Being mentally flexible and able to shift on a moment’s notice will take you a long way. If you let yourself get set in stone with an idea, that can really hurt you.”

As for quitting when it gets tough, Yan believes, “You’d better decide now whether you’ll quit or not because I can promise you the thought will cross your mind. When it does, remember why you got into this in the first place: a higher cause. See the beauty of the world, especially how you are contributing to other people. That will get you through to the next good time that comes. And they will come, never fear.”

Yan loves getting out of bed each morning and going into work at Katch Media. “This is it for me. This is where I know I can really help people and change lives. I can’t ask for more than that.”