Paul Her-Sturm | Hawthorne Advertising

Upfronts 2026: Why accountability is top of mind for agencies

As the 2026 upfront season takes shape, one theme is clear: accountability is no longer optional—it’s expected. This insightful piece from The Current dives into how agencies are navigating a rapidly evolving media landscape where performance, transparency, and measurable outcomes are front and center.

Proud to see Paul Her-Sturm and Gina Lombardo-Negron of Hawthorne Advertising featured in the conversation—bringing valuable perspective on what today’s marketers demand from their partners.

As the industry continues to shift toward outcome-driven strategies, their insights reinforce a bigger truth: success isn’t just about reach anymore—it’s about results.

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Modern TV strategy in practice: a conversation with Paul Her-Sturm of Hawthorne Advertising

Agency Press / By Paulina Rzepkowska

We’re excited to share Hawthorne Advertising’s latest feature on the Advertising Week podcast: “Modern Marketing and Measurement,” featuring our SVP of Media & Strategy, Paul Her-Sturm. In this episode, Paul dives into how today’s most effective brands are navigating the evolving TV and CTV landscape—leveraging data, creative storytelling, and cross-channel strategy to drive meaningful performance.

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Exploring new media channels for your brand

Agency Press / By Paulina Rzepkowska

As channels to reach target audience evolve, digital marketers need to keep options open and test into new social channels. Of equal importance is maintaining awareness of the mindset of consumers as they jump across networks and engage with different types of content and experiences. How does your brand fit in?

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