marketing

Build on what works, but never stop testing

Agency Press / By

What does it take to build a business that lasts for 40 years?

For Jessica Hawthorne, CEO and owner of Hawthorne Advertising, it’s not about chasing every new trend or abandoning what works in favor of what’s next. It’s about knowing when to protect your successful core — while continuing to test, learn and evolve.
In the latest episode of A Founder’s Life, Jessica sits down with Leo Gestetner to discuss entrepreneurship, leadership, career reinvention, family, AI and the principles that have shaped Hawthorne Advertising.
As Hawthorne celebrates 40 years, the conversation is a great reminder that sustainable growth isn’t about constantly starting over. It’s about knowing what to keep, knowing what to test and giving new ideas enough time and resources to prove themselves.

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18 innovative ways to better understand an agency client’s audience

Agency Press / By

Understanding your audience is at the heart of effective marketing — but truly understanding an agency client’s audience requires more than surface-level demographics. Jessica Hawthorne, CEO of Hawthorne, recently contributed her perspective to Forbes Agency Council’s latest article, “18 Innovative Ways To Better Understand An Agency Client’s Audience.”
In the article, Jessica shares insights on how agencies can leverage data, technology and deeper audience intelligence to move beyond assumptions and develop more meaningful, effective strategies for their clients.

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28 ways leaders future-proof a business

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How can leaders prepare their businesses to adapt, evolve and thrive in the face of change? Check out this new Inc. article featuring insights from top marketing leaders — including Jessica Hawthorne. In the piece, business leaders share strategies for building resilient organizations that can navigate change, embrace new opportunities and position themselves for long-term success.

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How to reach cost-conscious buyers without weakening your brand

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How can brands ensure values-based marketing remains authentic, credible and backed by meaningful action? Check out this new Senior Executive article featuring insights from top marketing leaders— including Jessica Hawthorne. From understanding local audiences and tailoring messaging to establishing a strong presence and building meaningful connections, these expert perspectives offer strategies for brands looking to successfully enter and grow in new markets.

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17 effective ways to build brand awareness in a new market

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How can brands effectively build awareness when entering a new market? Check out this new Forbes Agency Council article featuring insights from top marketing leaders — including Jessica Hawthorne. From understanding local audiences and tailoring messaging to establishing a strong presence and building meaningful connections, these expert perspectives offer strategies for brands looking to successfully enter and grow in new markets.

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Small brands, micro-influencers: how to partner for holiday campaigns

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How can small brands make a big impact with micro-influencers during the holiday season? Check out this new Forbes Agency Council article featuring insights from top marketing leaders — including Jessica Hawthorne. From identifying the right creators and building authentic partnerships to developing campaigns that resonate with niche audiences, these expert perspectives offer strategies for leveraging micro-influencers to drive meaningful engagement and results this holiday season.

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How to keep values-based marketing authentic, ethical and credible

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How can brands ensure values-based marketing remains authentic, credible and backed by meaningful action? Check out this new Senior Executive article featuring insights from top marketing leaders— including Jessica Hawthorne. In the piece, marketing leaders share how brands can avoid performative marketing, build credibility through consistent action and ensure their messaging aligns with their mission, values and actions.

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21 leaders on staying educated on AI

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How can leaders keep pace with AI as new technologies and applications continue to emerge? Check out this new Inc. article featuring insights from top marketing leaders — including Jessica Hawthorne. In the piece, Jessica shares why staying informed on AI requires continuous learning and curiosity, from monitoring industry trends and evaluating emerging tools to staying current on the AI capabilities of existing technology partners.

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Demand capture versus demand creation: the key to sustainable growth

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How can marketing leaders ensure strong conversion rates are translating into healthy, sustainable growth? Check out this new Senior Executive article featuring insights from top marketing leaders— including Jessica Hawthorne. In the piece, marketing leaders share how CMOs can distinguish demand capture from demand creation, look beyond conversion efficiency, and evaluate customer acquisition, brand awareness and demand generation to build a healthy pipeline for continued growth.

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