Four Ways to Thrive in Fast-Changing Times | Hawthorne Advertising

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Four Ways to Thrive in Fast-Changing Times

Author: Jessica Hawthorne-Castro, CEO

Original Publication: Electronic Retailer

Date Published: July 28, 2017

The marketing environment is changing at a rapid pace, with everything from media outlets to consumer habits, needs, wants, and behaviors all evolving quickly. So what does it take for a brand or marketer to thrive in this uncertain environment? Here are four ways to grow and stay grounded while the world experiences a shake-up around you:

Strive to connect to something that’s bigger than yourself. Have a greater goal for the world. Walk the walk on this commitment by giving a percentage of your profits to charity, donating time to your favorite causes, being an advocate for important issues, or other “giving” activities. Whether you bring awareness to world problems, support environmental causes, or participate in a TED Talk, your ultimate goal should be to have an impact on the world that goes beyond advertising and direct response.

At a recent TED Conference in Vancouver, B.C., for example, I attended a luncheon where Al Gore spoke about climate change and discussed new environmental initiatives. Climate change is a passion of mine, so anytime I can get on board with positive changes, I’m in.

In the end, whatever good works you can do will contribute to the greater good of the world and translate to your own marketplace. It’s no longer OK to operate with tunnel vision or in a silo. We all need to do our part, and in the end, that’s what makes an entire organization—and its valued clients—so successful.

Every company should be able to multiply its media investments with a carefully crafted creative and media campaign.

Make people want to come to work in the morning. Working smart and working hard are big parts of success. I’m a big believer in hard work, but I also think we should have fun at the same time. After all, we spend roughly 30 percent of our lives at work!

Give employees the tools they need to succeed and allow them to do their best creative work in a collaborative, engaging workspace. Strive to foster an atmosphere that infuses employees with pride in working for your company. Celebrate accolades, and the fact that valued team members are enthused about coming to work in the morning. This will set your company apart from those where working 9-to-5 is a chore.

Put your clients first every time. One of the greatest joys in the advertising business is seeing companies grow, thrive, and reach their potential; they may even merge with other firms or be acquired based on such success. Be passionate about helping your partners achieve success, and you’ll be able to develop a track record that proves it.

Don’t be afraid to be truthful when you offer advice. When we give our clients advice on campaigns, for example, we point to the ROI for every dollar of media invested. We do so for the greater good of that client’s company. Their success is our success—and that’s what we truly enjoy. Any business supporting a DR marketing campaign should follow this model.

Put on your wizard’s hat and grab the magic wand. Make magic happen. Every company should be able to multiply its media investments with a carefully crafted creative and media campaign. The three simple words at the heart of a strategy should be: launch, grow, and brand. Adopt a strategic approach to creative, media buying, and analytics, and merge them to create a successful campaign. Launch, grow, and brand with an underlying analytical foundation—and consider yourselves to be partners in your clients’ growing businesses.

We have helped clients turn relatively unknown brands and products into sales powerhouses by following these operating philosophies. One of our clients—an online pet food supplier—was recently acquired for $3.35 billion, and that came less than a year after we launched its first ad campaign. Another client introduced a household product to consumers that became a major brand for a global manufacturer.

You can follow the same path as you partner on projects. Help your client companies grow and take pride in the fact that you’ve contributed to their success and future growth. Then you can enjoy every minute of the journey alongside them.


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