Insights &



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
LOS ANGELES, March 22, 2018 /PRNewswire/ — Hawthorne, a creative, analytics and technology-driven advertising agency, announced today that it has won a 2018 Communitas Award for its leadership and excellence in community service and corporate social responsibility. The Communitas Awards recognize exceptional businesses that unselfishly give of themselves and their resources to their communities. The award is a testament to Hawthorne’s deep and ongoing commitment to giving back. “Our judges found that Hawthorne clearly exhibits the spirit of communitas, a Latin word that means people coming together for the good of a community,” the award letter said. Hawthorne received this recognition as an example of a company that balances social, environmental, and economic imperatives. Hawthorne donates a percentage of its profits to charity, encourages employees to donate time, and serves as an advocate for important causes, such as climate change. One way it does this is through the Hawthorne
LOS ANGELES, March 15, 2018 /PRNewswire/ — The Business Intelligence Group recently announced that Hawthorne has won “Marketing Agency of the Year” in the 2018 Public Relations and Marketing Excellence Awards. Hawthorne, a creative, technology-driven advertising agency, specializes in data-focused ad campaigns to support business growth for an expansive base of Fortune 500 brands like Gerber, Spectrum and HomeAdvisor “I couldn’t be happier about this well-deserved recognition for the Hawthorne agency and I’m proud to see that our work has earned accolades from the Business Intelligence Group,” said Jessica Hawthorne-Castro, CEO of Hawthorne. “Our focus on a healthy and supportive company culture has allowed our team to deliver top-notch work to a growing list of clients and this award is proof that putting employees first makes for happier clients as well.” “We are so proud to recognize the work of Hawthorne,” said Maria Jimenez, Chief Nominations Officer of the
Author: Jessica Hawthorne-Castro, CEO Original Publication: MarTech Advisor Date Published: March 9, 2018 More and more advertisers are using consumer data and advanced digital technologies to deliver campaigns personalized to individual consumers. But with these developments come concerns. How can advertisers deliver compelling, targeted campaigns, and still honor consumer privacy? The opportunity to deliver exactly the information consumers are looking for while promoting our clients’ businesses and products seems like a win-win situation. And because of the immense opportunity, companies are jockeying for ownership of consumer data. As of November 2016, Facebook, Google and Verizon were boosting their consumer data tracking efforts to consolidate personal information, browsing history, app usage, offline information like addresses and phone numbers, browser cookies, device data and more into a cocktail of target data that would make any advertiser’s mouth water. And there’s no question that digital advertising is on the rise. Digital advertising earnings hit

13 Critical Steps When Partnering With An Influencer

A few decades ago, the rule of thumb for businesses when it came to politics or social issues would be…

7 Smart Ways To Assess The Quality Of Your Brand's Content

Anyone in or adjacent to the marketing world knows that "content is king." Everything you create and share with the…

15 Key Considerations For Businesses When Commenting On Political Or Social Matters

A few decades ago, the rule of thumb for businesses when it came to politics or social issues would be…

Stumped On Your Business Name? 8 Tips For Choosing The Right One

You’ve identified a need in the market, a product or service to fulfill it, a business plan to guide you…

10 Aspects Of Marketing That Will Never Change

As media, technology and customer needs continue to grow and change, so too does the world of marketing. While certain…

15 Ways Potential Influencers Can Attract Sponsors

Content marketing has evolved to become a unique field within the marketing industry. One of the things that businesses have…

Hawthorne Selected as Silver Winner of the 2018 W3 Award

Hawthorne is proud to announce it’s Silver Winner 2018 W3 Award  October 4, 2018 — Hawthorne is awarded the 2018 W3 Silver award for:  thredUP “Influencer” Campaign SILVER in Campaigns – Social Campaign Take a look at the winning entry: Campaign: Second Hand What  

Read More

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

Read More

“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

Read More

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

Read More

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

Jessica Hawthorne-Castro, CEO of Hawthorne, has been named as one of the Gold Winners of The CEO World Awards, within the Female CEO of the Year category. The CEO World Awards are an annual industry and peers recognition program honoring CEOs and organizations of all types and sizes in North America, Europe, Middle-East, Africa, Asia-Pacific, and Latin-America. The Annual CEO World Awards is part of the SVUS Awards® recognition program from Silicon Valley. 2018 Winners_CEO World Awards – Female CEO of the Year

Read More