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Los Angeles, October, 12, 2017 – Today, Inc. magazine hosted it’s 2017 Inc 5000 Awards Gala and Hawthorne was awarded the most prestigious ranking of the nation’s fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy’s most dynamic segment— its independent small and midsized businesses. Companies such as Microsoft, Dell, Domino’s Pizza, Pandora, Timberland, LinkedIn, Yelp, Zillow, and many other well-known names gained their first national exposure as honorees of the Inc. 5000. “I’m incredibly proud of the immense growth our company has made over the past several years and proud to see that our hard work has been recognized by Inc. on this prestigious list,” said Jessica Hawthorne-Castro, CEO of Hawthorne. “In addition to a growing list of clients we’re proud to work with, we’re invested in employee growth and development, and this recognition is proof that a happy
For college students looking for experience, working for the family business might seem like a no brainer. But, is it a good idea? Can family members be objective enough to provide honest feedback? And will recruiters or hiring managers view working for your family as “real” experience? Less than half of college seniors feel very prepared for a career, and if you’re considering this type of work arrangement to bolster your resume, consider the following factors: WHEN THE GOAL IS TO GAIN EXPERIENCE According to Helen Cruz, director of career counseling at Pace University, there’s no one-size-fits-all answer, so the school advises students on a case-by-case basis. “At Pace, we have many students whose families own businesses both in the U.S. and overseas.” Cruz believes that working in the family business can help students develop and practice the types of skills needed to succeed in a career. Monique Frost, associate
Jessica Hawthorne-Castro, CEO/owner of Hawthorne, announced to day that she has joined the DMA ECHO Board of Governors, the elite group behind one of the most coveted prizes in marketing. The vote was unanimous and Hawthorne-Castro’s first meeting with the board will be at the DMA’s annual ECHO Awards Gala, held Sunday, October 8th in New Orleans. Hawthorne-Castro is a noted leader in the marketing and advertising industry. As CEO/owner of Hawthorne, she transitioned its legacy of performance-driven advertising to brand response. By leveraging analytics and digital attribution techniques, Hawthorne’s creative advertising is able to deliver transparent and measurable results. Jessica joined Hawthorne after a successful career as a TV literary agent with William Morris Endeavor and rose quickly through the ranks. She became CEO in 2014 and owner in 2015. Through her efforts, the agency has produced highly-responsive campaigns for brands including: 3M (Command, Filtrete, Post-it, Scotch-Brite); Audible;
Author: Jessica Hawthorne-Castro, CEO Original Publication: DemandGenReport Date Published: September 22, 2017 Editor’s Note: This Demanding View is the second of a two-part series of articles from Hawthorne Direct. Part 1 can be viewed here. Marketers and advertisers have forever been in the business of figuring out what people want, and more importantly, figuring out how to turn the products they are selling products that people want. Traditionally, it’s been more of an art than a science, governed by intuition,creativity and insight into human nature. Those qualities are still a critical part of successful advertising campaigns, but with advances in computing and software, as well as neuroscience and social psychology, brands can add science to the art to create campaigns that have the greatest possible impact. In the first article in this series, I discussed the Picture Superiority Effect and how it can be used to make consumers remember (and want) a product. In
Author: Jessica Hawthorne-Castro Title of piece: The Use Of Neuroscience In Marketing: The Brain Tells No Lies – Part 1 Original Link: DemandGenReport Date Published: September 1, 2017 Editor’s Note: This Demanding View is the first of a two-part series of articles from Hawthorne Direct. Neuroscience is traditionally the realm of medicine and scientific research, but it has exciting applications for advertising. By focusing primarily on how the structure and function of the brain impacts consumer behavior, the use of neuroscience as part of marketing and advertising can remedy shortcomings of more “conventional” methods. Conventional methods — such as surveys, focus groups and observation — all have demonstrable value and won’t be phased out anytime soon. However, they do have limitations. Despite the best of intentions, consumers may give every indication that they are willing to express their opinions honestly and accurately, but research consistently shows they are often unwilling or unable

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With the challenges facing GDPR enforcement in Europe, what is California learning from the CCPA?

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Hawthorne’s George Leon To Speak At Digital Hollywood Spring 2018

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 Gates

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Building Your First Content Strategy? Nine Pro Tips For Success

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 then

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Brand Lift: Why TV Ads Are Key to Marketing Houseware and Hardware Products

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 in

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How To Effectively Reach Your Audience Through Offline Marketing

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 of

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10 Tips To Follow Now: The Road To CEO

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 take

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