marketing

6 mistakes to avoid with AI-powered performance marketing

Agency Press / By

AI can be a powerful driver of performance marketing, but only when it’s guided by the right strategy. From overreliance on automation to overlooking the metrics that matter most, common missteps can prevent marketers from getting the most out of their AI investments.
In her latest article for MarTech, Jessica Hawthorne breaks down six mistakes to avoid with AI-powered performance marketing and share insights to help marketers make smarter, more strategic decisions.

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How to make brand visuals more distinctive amid AI-generated sameness

Agency Press / By

How can brands make their visual identity stand out amid the growing sameness of AI-generated content? Jessica Hawthorne, CEO of Hawthorne, recently contributed her perspective to Forbes Agency Council’s latest article, “How To Make Brand Visuals More Distinctive Amid AI-Generated Sameness”.
In the article, Jessica explores how brands can create more distinctive and recognizable visuals in an increasingly AI-driven landscape, emphasizing the importance of standing out from generic, AI-generated content and developing a visual identity that captures attention and resonates with audiences.

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17 Mistakes Brands Make With Creator-Style Live And Video Content

Agency Press / By

What are the common mistakes brands should avoid when creating creator-style live and video content? Jessica Hawthorne, CEO of Hawthorne, recently contributed her perspective to Forbes Agency Council’s latest article, “17 Mistakes Brands Make With Creator-Style Live And Video Content”.
In the article, Jessica joins fellow agency leaders in sharing insights on the common pitfalls brands should avoid when developing creator-style live and video content, helping them create more effective content that resonates with audiences and supports their marketing goals.

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20 Leaders on Managing Tariffs and Geopolitical Uncertainty

Agency Press / By

How can leaders navigate tariffs and geopolitical uncertainty while positioning their businesses for long-term success? Check out this new Inc. article featuring insights from top marketing leaders — including Jessica Hawthorne. In the piece, leaders share strategies for managing economic challenges, adapting to shifting global conditions and building resilient businesses in an increasingly uncertain environment.

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How to make creators strategic partners in holiday campaigns

Agency Press / By

How can brands turn creator partnerships into a more strategic part of their holiday campaigns? Jessica Hawthorne, CEO of Hawthorne, recently contributed her perspective to Forbes Agency Council’s latest article, “How To Make Creators Strategic Partners In Holiday Campaigns”.
In the article, Jessica joins fellow agency leaders in sharing insights on how brands can integrate creators throughout holiday campaigns to build stronger connections with consumers, strengthen engagement and drive traffic and revenue.

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Co-creation, not control: building brand communities fans love

Agency Press / By

How can brands build authentic fan communities by giving customers a voice in shaping the brand experience? Check out this new Senior Executive article featuring insights from top marketing leaders— including Jessica Hawthorne. From encouraging creative freedom to fostering genuine participation, these expert perspectives explore how brands can strengthen customer relationships, inspire advocacy and build lasting communities.

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How to stay visible in a fragmented holiday shopping landscape

Agency Press / By

How can brands stay visible and connect with consumers as holiday shopping becomes increasingly fragmented across platforms, channels and touchpoints? Jessica Hawthorne, CEO of Hawthorne, recently contributed her perspective to Forbes Agency Council’s latest article, “How To Stay Visible In A Fragmented Holiday Shopping Landscape”.
In the article, Jessica joins fellow agency leaders in sharing insights on how brands can navigate an increasingly complex holiday shopping landscape, strengthen their visibility and reach consumers with more effective, strategic marketing.

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How to balance AI fluency with human insight in marketing teams

Agency Press / By

How can marketing teams embrace AI while maintaining the human insight that drives meaningful connections? Check out this new Senior Executive article featuring insights from top marketing leaders— including Jessica Hawthorne. From building AI fluency and integrating emerging technologies to preserving creativity, empathy and strategic thinking, these expert perspectives offer strategies for marketing teams looking to balance technological innovation with a human-centered approach.

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Brand refresh strategy: how to modernize without blending in

Agency Press / By

How can brands modernize their identity while staying true to what makes them unique? Check out this new Senior Executive article featuring insights from top marketing leaders— including Jessica Hawthorne. From evolving brand messaging and visual identity to maintaining authenticity and standing out in a competitive marketplace, these expert perspectives offer strategies for brands looking to refresh their image without losing what sets them apart.

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19 ways agencies can stay essential as AI automates creative work

Agency Press / By

As AI continues to reshape creative work, how can agencies evolve while continuing to deliver meaningful value to their clients? Jessica Hawthorne, CEO of Hawthorne, recently contributed her perspective to Forbes Agency Council’s latest article, “19 Ways Agencies Can Stay Essential As AI Automates Creative Work”.
In the article, Jessica joins fellow agency leaders in sharing insights on how agencies can adapt to AI-driven change, strengthen their strategic value and continue delivering the expertise and human perspective clients need.

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