Insights &



Author: Forbes Agency Council Original Publication: Forbes Date Published: July 27, 2018 How many times have you set a reminder, sent a message or searched for the answer to a question, simply by speaking into your phone? Voice technology, combined with built-in AI assistants like Siri and Cortana, have made these situations commonplace, and it’s changing the way we live our daily lives. But voice technology isn’t just useful in the consumer realm: Businesses can — and already do — greatly benefit from the ability to give commands, look up information and dictate notes using just their voice and a smart device. Here’s what nine Forbes Agency Council members believe the future of voice technology in the workplace looks like.  1. Improved Internal Information Sharing IBM Watson has been building customized voice applications for the enterprise. Think: Being on the factory floor and having access to all of the company’s
LOS ANGELES, July 17, 2018 /PRNewswire/ — Hawthorne, a leading Los Angeles-based advertising agency specializing in analytics-based campaigns, today announced that the company’s CEO, Jessica Hawthorne-Castro, has been recognized with three significant industry honors: she has been named winner of the 2018 Finance Monthly CEO Award, has been honored in the CEO Today Business Woman of the Year Awards 2018, and is a nominee for the 2018 Los Angeles Business Journal Women’s Council & Awards. “It is a great honor to be recognized not only among my peers, but by the industry for the efforts our team has put forth on behalf of our clients and our organization,” said Hawthorne-Castro. Finance Monthly’s CEO Awards celebrate the success, innovation and strategic vision of CEOs across a wide variety of sectors and industries globally, with a key goal of rewarding those firms and advisers who have demonstrated peerless accomplishments within their
CEO Today is pleased to officially announce the full list of finalists and, of course, the winners of our 2018 Business Women of the Year Awards! Committed to recognizing the success and achievements of women in business, the CEO Today Business Women of the Year Awards celebrate women who are the driving force behind their business, whilst also driving the equality agenda within their organization and beyond. At CEO Today, we are proud and excited to present our 2018 CEO Today Business Women of the Year Awards – a celebration of the female leaders redefining business today and tomorrow!  Congratulations to our winners and finalists. Introducing the Winners… AMERICAS – USA Jessica Hawthorne-Castro Hawthorne page 47 Jessica Hawthorne-Castro is CEO of Hawthorne, a leading Los Angeles based advertising agency specializing in analytics-driven campaigns. As CEO, Hawthorne-Castro has been recognized throughout the professional community as a leader in the marketing
By Jessica Hawthorne-Castro (YPO Los Angeles) Original Publication: YPO.Org How companies are leveraging data to develop complete, multi-channel pictures of exactly what their customers think and want — and then fulfilling those needs. There isn’t a corner of the advertising world that hasn’t been touched by data-driven marketing, or the use of data to make good decisions and improve engagement with both existing and future customers. And much like the proliferation of data is impacting the business world as a whole, effective data integration and assessment continue to play a key role in helping companies enhance their value across numerous channels. The flow of data throughout the data-driven marketing economy is forcing traditional producer-centric firms to become increasingly customer-centric, according to the DMA Data-Driven Marketing Institute in “The Value of Data: Consequences for Insight, Innovation, and Efficiency in the U.S. Economy.” In today’s organizations, customers are used to getting
The prizes include the Telly Awards, Hermes Creative Awards, ASTRID Awards and Communicator Awards LOS ANGELES, June 12, 2018 /PRNewswire/ — Hawthorne, a creative, analytics and technology-driven advertising agency, today announced that it has won 30 creative awards thus far in 2018. The awards—granted by four different organizations and recognizing 16 different Hawthorne campaigns—highlight the high-quality, results-driven work that the agency consistently creates for its clients. Hawthorne combines persuasive brand messaging with best-in-class analytic systems to consistently create effective, accountable, high-performance advertising and communications for its clients. It has a long legacy of ad industry leadership as a visionary. The agency is a recognized champion of accountable advertising in all electronic media channels, garnering billions in sales, and with this latest slate of honors, has won more than 480 creative awards for its extensive list of Fortune 500 clients. “We are so proud of the work we do at
Author: Forbes Agency Council Original Publication: Forbes Date Published: June 3, 2018 The reason channels like Facebook, Twitter, Instagram and YouTube are so successful is because they encourage two-way conversations with customers. If you want those conversations to be successful and ultimately lead to conversions, you have to remember that people want to talk to other people, not faceless businesses. That’s why it’s in your brand’s best interest to show your human side in social media interactions and posts. We asked a panel of experts from the Forbes Agency Council how to humanize a brand on social media. Their best answers are below. 1. Strike The Right Balance Between Personality And Professionalism  Be real. Show yourself in your “personal” element while out on the job, giving back to the community, traveling and working with friends. But always remember to be appropriate because things will live online forever. It’s important to strike the right balance.

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Eight Tips For Creating More Engaging Podcast Ads

Original Publication: Forbes Date Published: December 13, 2018 Podcasts are rapidly growing, with businesses across several industries leveraging the format. According to research, consumers are more receptive to ads on podcasts than on any other medium. As the likelihood of ad spend on podcasts continues to rise, more brands will be looking to differentiate themselves through podcast advertising. To capitalize on this opportunity, eight Forbes Agency Council members share their tips for creating podcast ads that boost engagement. Members share their best tips for podcast ads that engage. 1. Know The Audience And Focus When creating ads, it is essential that the audience meets your exact target. Understand the content focus of the specific podcast and make sure your ad aligns with the podcast. Podcast ads perform well when you are micro-targeting and speaking directly to an audience that is already captivated by the content of the topic. – Scott Darrohn,

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What Is Privacy Forward and Why Does it Matter for Marketers?

By John Francis, DBA Original Publication: Marketo Date of Publication: November 12, 2018 When I worked as a webmaster at AOL in the early days, every employee had visibility into every member’s account. Then in 1999, a naval officer was outed by one of the employees after he logged into an alternate profile with a different screen name. AOL’s course of action was to immediately shut down access to all members’ data and hire an integrity assurance officer. It was a moment of reckoning for online privacy. I’ve been thinking about that anecdote a lot recently following the revelations about how Cambridge Analytica accessed and deployed Facebook data to impact the U.S. election. There’s been a lot of discussion about how much Mark Zuckerberg knew and whether Facebook should have done more to prevent or stop the data theft. Those are absolutely questions worth considering, but the issue of data

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Hawthorne Sweeps Up 21 Awards In 2nd Half of 2018 Honoring Creative Work and Agency Accolades

LOS ANGELES, Dec. 6, 2018 /PRNewswire/ — Hawthorne, a creative, analytics and technology-driven advertising agency, announced today that it has won 21 creative and corporate awards in the second half of 2018, bringing its total awards for the year to an impressive 51. The awards were granted by four different organizations and recognized 12 different Hawthorne campaigns for 9 different clients. In addition, CEO and owner Jessica Hawthorne-Castro was honored with two awards for her leadership. These accolades reflect Hawthorne’s unparalleled standing within the advertising industry and the high-quality, measurable impact of its work. Hawthorne combines brand strategy, data analytics and response advertising to create memorable campaigns that deliver results. The agency is known for its innovative vision, rigorous accountability, and commitment to its clients, and this excellence is consistently recognized by peers and industry leaders. “With every campaign, we aim to help our clients achieve their goals through meticulously

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BIA: Engagement, ROI Key For Advertisers. From InsideRadio

Author: Paul Heine, Managing Editor of InsideRadio Original Publication: InsideRadio Date Published: December 3, 2018 A BIA survey of 1,500 local advertisers found customer-engagement benchmarks and expected ROI are the biggest determining factors in where they invest their marketing dollars. Among radio advertisers, expected ROI came in first (40%), followed by customer-engagement benchmarks (39%), business conditions (38.2%), expected revenues (37.8%) and money left after other expenses are paid (33.7%). The results underscore the importance of radio industry efforts to provide greater attribution and ROI info to advertisers, a central theme of this year’s Radio Show conference in September. “Attribution is critical to developing good ROI analytics,” BIA managing director Rick Ducey told Inside Radio. Showing that radio’s embrace of data and analytics is gaining traction, “radio is in the top half of media when it comes to ROI,” Ducey said, beating out both TV and cable. Four in ten surveyed advertisers that

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Jessica Hawthorne-Castro featured on BIA’s Local Impact Webinar Series

November 28, 2018 —  BIA’s Advisory Services Webinar: Sales Enablement: Recruitment, Technology Implementation & Coaching   Our CEO Jessica Hawthorne-Castro was featured in BIA’s  Local Impact Webinar Series, where she shared insights into the “buy side” of the media business and what it takes to attract and support a high-performance team that can impress agencies. Check out BIA’s additional webinars on advertising & marketing here:

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