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LOS ANGELES, May 17, 2018 /PRNewswire/ — Hawthorne, a leading Los Angeles-based advertising agency specializing in analytics-based campaigns, today announced the company will host a webinar entitled, “DRTV 101 for Brand Marketers: The Expanding Role of DRTV in the Brand Marketing World” on Wednesday, May 30, 2018 from 1-2pm ET. There will be an introduction to the webinar by Hawthorne’s CEO Jessica Hawthorne-Castro. Hawthorne’s Chief Strategy Officer, George Leon, and Senior Vice President of Marketing at Le Tote, Nick Fairbairn, will serve as co-presenters. LINK TO REGISTER FOR WEBINAR The webinar, hosted in conjunction with the Direct Marketing Association (DMA), will explore the expanding role of new-generation DRTV in the brand marketing world, and how marketers can take advantage of that expansion. It will offer key insights into developing winning DRTV-focused creative strategies and successful media campaigns. It will also cover how DRTV works in conjunction with other types
LOS ANGELES, May 08, 2018 /PRNewswire/ — George Leon, Hawthorne’s Chief Strategy Officer, will be speaking at Digital Hollywood Spring 2018. The session, titled “Producing for Film/TV, Branded Entertainment and Influencer Marketing Programming,” will provide insight from six industry leaders on how brands can leverage creative content to execute unforgettable campaigns. Digital Hollywood brings together industry influencers across film/TV, brands & advertising, finance & dealmaking, and AR/VR/MR. The event will take place from May 22-24, 2018 at the Skirball Center in Los Angeles. This session, “Producing for Film/TV, Branded Entertainment and Influencer Marketing Programming,” will be held on May 24th from 12:30—1:45 pm at the Herscher Hall, 3rd Floor, room 303-304. It will also be webcast. In addition to George, who has 18 years of DRTV experience, the panel includes: Mike Gabrawy, Chief Creative Officer, Arclight Films Cameron Partridge, Head of Digital Partnerships, Branded Entertainment Network (BEN), a Bill
Author: Forbes Agency Council Original Publication: Forbes Agency Council Date Published: May 4, 2018 In recent years, most marketers have taken the cliché phrase “content is king” to heart, making content the core of their overall advertising strategy. Even brand new businesses are aware of the importance of content, but it’s often overwhelming to build your first content marketing strategy from the ground up. How much attention should be given to blogging, social media posts, email newsletters and videos – and what topics should you cover for each? Fortunately, the experts of Forbes Agency Council have a wealth of experience in content planning, so we asked a panel of them for their best advice. Here’s what they had to say. 1. Think About The Unique Perspective You Can Offer Customers Too often, companies focus on just what they think is a great representation of their brand or what’s trending. But
Author: Jessica Hawthorne-Castro, CEO Original Publication: ERA Blog Date Published: April 5, 2018 Retail product marketers have straightforward goals: attract new customers, increase product sales and improve the brand’s awareness to drive recurring sales for their product or group of products. However, this is a challenging task in the current, tumultuous retail environment combined with a fragmented media environment. Many institutions that built and supported U.S. commerce for decades, like Sears, Macy’s and Toys “R” Us, have had to shut down a significant number of their locations or, in the case of Toys “R” Us, experienced full bankruptcy liquidation. As a result, new media options have pushed marketers to reinvent themselves to keep up with the demands and shopping considerations of today’s retail customer. We all know that brick-and-mortar retail has been transitioning towards digital executions over the past decade, while companies like Amazon and Walmart are paving the way
Author: Jessica Hawthorne-Castro, CEO Original Publication: Forbes Agency Council Date Published: April 3, 2018 A decade ago, deciding which marketing media to invest in was simpler and the outlets far fewer. You basically went with offline, online or a combination of both. Now, with more platforms and distractions, brands need to be smarter and more strategic about their targeting to reach the same audience size that they previously did. The good news? More media vehicles mean more opportunities to capture and engage an audience. The bad news? The media landscape has become increasingly confusing. It’s complicated and challenging to make strategic media decisions that result in true effectiveness. In those simpler times, offline platforms like television advertising were a cornerstone medium that could be trusted, especially when seeking to enhance brand messaging. But what is the role of TV in today’s more complex environment where digital dominates? With the advent
Author: Jessica Hawthorne-Castro, CEO Original Publication: Ms. Career Girl Date Published: March 22, 2018 That bit of wisdom from the legendary Estee Lauder has served me well in my journey from career girl to CEO. It’s one thing to set your goal at the top. It’s another thing altogether to create an action plan to make it happen. But it’s never too early to start, and while everyone takes a different path, here are ten essential tips to keep in mind as you make your way forward on the road to CEO. Start from the bottom. That is, if you want to make it to the top. Learn every angle of the business, from the most menial position on up. That way, you will really get to know the entire company, and all its strengths and weaknesses. Don’t ever think you’re too good for any job; you must be willing to

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What Marketers Need to Know About Neuromarketing

Author:  Kaya Ismail with Jessica Hawthorne-Castro Original Publication: CMSWire  Date Published: September 25, 2018 Personalization is now a fundamental feature of any good customer experience. For instance, 84 percent of customers say being treated like a person, not a number, is very important to winning their business. In other words, customers expect brands to remember their names and preferences throughout their customer journey. But marketers have found that when it comes to gathering all that data, conventional methods like web forms, interviews, focus groups, and surveys provide insights into consumer preferences, but they’re usually lacking in accuracy. Due to the complex nature of the human brain, it has been known for consumers to conceal — perhaps subconsciously — their true preferences and opinions. This has proven true in voice of the customer (VOC) campaigns where brands have attempted to gauge consumer happiness and gather feedback, only to find that customers sometimes

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“If You’re Looking For A Job In Advertising, Strive To Combine Your Right Brain Creativity With Left Brain Data”

By Jessica Hawthorne-Castro  Original Publication: Date of Publication: September 24, 2018 Why Did You Seek Out A Career In The Advertising Industry? Patience has never been my strong suit, so finding a career that allows me to see immediate results was a natural fit for me. Advertising provides the best of both worlds – a perfect combination of working directly with clients and leveraging creativity. The best part? You never get bored or stop learning. Diving into each client’s business, you become an expert in their vertical and product category. Additionally, as someone who dislikes waste (wasteful time, resources, money, etc.), accountable advertising is a path that fulfills the desire to reduce waste as we are able to maximize the cost of media and generate an ROI on the media spent. The greatest reward is seeing clients’ businesses grow and watching the executives we partner with flourish in their

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5 Ways Marketers Can Hire Data-Savvy Talent

By Jessica Hawthorne-Castro  Original Publication: Date of Publication: September 25, 2018 The field of marketing and advertising has historically attracted a wide range of people with a wide range of skill sets and interests. Communication, psychology, art, writing, and business are all part of the marketing stew — and increasingly, so is data science. While the Mad Men days of collaborative brainstorming and flashes of inspiration are not completely gone, data has transformed the profession into one that requires both creativity and science. However, the talent pool has struggled to keep up with the evolving demands of marketing and advertising, with only 1.9 percent of marketing leads reporting they have the right talent to leverage marketing analytics. Today, getting maximum ROI from marketing and advertising campaigns requires teams that have both marketing knowledge and data science skills, yet many companies are feeling the pressure of the talent gap. To

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Jessica Hawthorne-Castro Recognized As A Winner Of The 2018 CEO World Awards

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How Agencies Can Help Prepare The Next Generation Of Data-Driven Marketers

By Jessica Hawthorne-Castro  Original Publication: AdExchanger Date of Publication: September 20, 2018 “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Jessica Hawthorne-Castro, CEO at Hawthorne. The rise of data science has had a major impact on just about every industry out there, but the effect on marketing and advertising has been particularly acute. Data science has transformed marketing by providing insight into whom to target with what message and when. As the field has become more data driven, however, the talent pool has struggled to keep up. A sizeable skills gap has emerged. Today, only 1.9% of marketing leaders report that they have the right talent to leverage marketing analytics. This gap is a problem every marketing team and agency faces. Now that ever-greater portions of marketing budgets are allocated to analytics, employers need

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