160504_LA Biz_Importance of Mentoring
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Mentoring Monday was a two-hour speed-mentoring event held in 43 markets across the country, including downtown Los Angeles, where over 10,000 women participated in networking and mentoring. Five mentors at the Los Angeles event were asked about the importance of mentoring. Jessica Hawthorne-Castro, chairman and CEO of Hawthorne Direct, said mentoring is important because she always had mentors who helped her succeed in her career, and that it's important to be proactive in seeking out mentors rather than waiting for them to come to you. She also noted that mentors can help mentees learn from their successes and mistakes to potentially skip steps, and having a solid internal mentor can help
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161115_Hawthorne Wins Multiple W3 Awards
Hawthorne, an advertising agency, won several Silver W3 Awards for various digital campaigns they created for clients such as Black + Decker, Dexcom, Equifax, Broan NuTone, and Varidesk. The W3 Awards recognize outstanding websites, videos, apps and other digital content from around the world. Hawthorne's CEO commented that their campaigns are effective because they utilize data analytics to provide measurable results, while also crafting engaging content.
161109_WSJ_Election Over Small Firms Look to Hire and Invest
According to a survey of over 380 small business owners, about half said Donald Trump's election victory improved their economic outlook and nearly one-fifth said they would increase hiring or investments as a result. Some business owners said the election results gave them confidence to hire more employees and invest more money. However, over 35% of business owners surveyed said the election results worsened their outlook. Many small business owners remain uncertain about Trump's positions and how they will impact issues like healthcare costs, immigration and regulations.
161028_60 Second Marketer_Four Lessons on Olympics and Election
The document discusses four key lessons that marketers can learn from the 2016 Olympics and presidential election. First, marketers should leverage all available devices to reach audiences who are using multiple screens. Second, social media is powerful for growing supporters and extending messaging. Third, controversial comments that generate free media exposure on different platforms can be an effective strategy. Fourth, the document examines the difference between "bought" and "earned" media, and how Donald Trump was able to generate billions in earned media coverage during the election.
160825_ER_Using Tech to Tell Stories
The document discusses how marketers can use technology to improve omnichannel storytelling. It describes how smart TVs that connect to the internet allow marketers to incorporate analytics and metrics to truly measure the impact of campaigns across channels. This data will provide better insights than current cross-platform measurement methods. Marketers can develop content that extends across all channels and leverage smart TV data to adjust campaigns more effectively based on how consumers connect devices. The improved tracking of consumer behavior will allow marketers to take storytelling to a new level.
160708_Adrants_The Internet STILL Hasn't Killed TV
The document discusses how television advertising remains effective and profitable despite predictions that internet and digital media would kill TV. It notes that a recent study found TV advertising to be four times more effective at increasing sales and new accounts than digital advertising. Additionally, TV advertising revenues are expected to be one of the highest ever in 2016, driven in part by high rates for Super Bowl commercials. The document concludes that while new digital platforms proliferate, TV viewing hours remain substantial, especially for older demographics, and TV continues to be a very effective advertising medium.
HDI_Response_Ad_04_2016_HalfPg_IncreasedMedia_FINAL
HawthorneDirect.com is a website that sells products directly to consumers. It aims to provide quality goods at affordable prices while cutting out middlemen fees. Customers can shop for a variety of items online and have them delivered directly to their homes.
HDI_Response_Ad_04_2016_HalfPg_BiggerMedia_FINAL
HawthorneDirect.com is a website that sells products directly to consumers. It aims to provide quality goods at affordable prices while cutting out middlemen fees. Customers can shop for a variety of items online and have them delivered directly to their homes.
160707 Marketing Tech_TV's Dynamic Evolution Continues
The document discusses how television advertising continues to be an effective and profitable medium, despite predictions of its decline. It notes that TV has higher efficiency at achieving key performance metrics like sales and new accounts compared to digital advertising. TV advertising spending in 2016 had strong growth, driven in part by high-spending ads during the Super Bowl. The document argues that while new digital platforms have proliferated, television viewing hours remain significant, especially for older demographics, and TV continues to be important for advertising campaigns and generating brand awareness. It concludes that television maintains its central role in advertising but should be integrated with digital and other platforms for most effective omni-channel campaigns.
160712_AMA_Dispelling the Myths of Prgrammatic
Fox and NBC Universal have begun making some of their television inventory available programmatically through private exchanges, allowing for greater automation and use of audience data. However, true programmatic television is more complex than it seems and differs significantly from programmatic digital advertising. In television, "programmatic" does not actually refer to an automated buying process. Additionally, networks remain hesitant to make all of their premium inventory programmatically available, preferring guaranteed up-front deals. For programmatic television to be effective, it will need to go beyond real-time bidding and better incorporate data, analytics, and optimization tools to create truly customized media plans and target specific audiences.
160607_Hawthorne Celebrates 30 Years of Accountable Advertising
Hawthorne Direct, an advertising agency founded in 1986, celebrated its 30th anniversary. It was founded with a focus on creating measurable and accountable advertising results, which was ahead of its time. Through decades of experience with metrics and analytics, the agency gained an advantage over competitors as advertising shifted to digital platforms. It remains a leader in performance-driven and ROI advertising through its unique combination of branding, analytics, and data science.
160602_AdWeek_SocialTimes_Harnessing the Era of the Distracted Viewer
The document discusses how marketers can take advantage of the era of distracted viewers by developing messaging across devices, employing innovative advertising techniques, using analytics to measure results, and aligning campaigns to hit viewers while they are still watching TV. It notes that while TV remains important, millennials in particular are consuming content across laptops, tablets and smartphones. The author argues that rather than complaining about distraction, marketers should embrace it with cross-device campaigns informed by data.
160518_LABJ Women's Summit Award Nomination
The CEO and owner of Hawthorne Direct, Jessica Hawthorne-Castro, has been nominated for two awards at the 2016 L.A. Business Journal Women's Summit for her outstanding achievements in business. The event will honor women executives in the Los Angeles area and feature speaker panels on topics related to wealth, wellness and wisdom. Hawthorne-Castro has been nominated in the categories of Business Owner/CEO of the Year and Corporate Advocate. She has successfully led over a thousand campaigns for some of the world's most recognizable brands as the leader of Hawthorne Direct, an advertising agency specializing in strategic planning, creative development, and analytics-driven campaigns.
160518_Telly Awards Equifax_Press Release
Hawthorne, an advertising agency specializing in data-driven creative campaigns, won two prestigious Telly Awards for two Equifax commercials. A 15-second ad called "Grownups" won a Silver Telly, the highest honor, while a 30-second spot titled "Everywhere You Can't Be" received a Bronze. Both ads effectively showcased Equifax's credit monitoring and identity theft protection services. Hawthorne's Chief Marketing Officer said the campaigns harnessed common perspectives around responsibility and vulnerability to identity theft.
160329_Hawthorne Award for PR & Marketing Excellence
Hawthorne Direct was recognized by the Business Intelligence Group for their excellence in public relations and marketing, winning one of 11 awards. As an analytics-driven advertising agency, Hawthorne helps top brands engage customers and drive market share growth. The CEO said their team works diligently on effective communications strategies. The managing director of the Business Intelligence Group noted Hawthorne's creativity and leadership.
160314_Big Data as a Complement for Creative Campaigns
Top marketers are leveraging big data insights within their campaigns to achieve high return on investment and more efficient decision making. Big data allows marketers to tailor messages by identifying consumer groups and presenting the right media campaigns matched to specific demographics. Big data can influence creative decisions by providing insights into what messaging and content will be most effective for different target audiences. When big data is incorporated into the creative process, it helps eliminate underperforming campaigns and redirect resources efficiently, resulting in reduced costs and improved results.
160101_ER Magazine_Automating Mixed Media Modeling
The document discusses how marketers are increasingly using marketing automation and mixed-media modeling to optimize advertising campaigns across online and offline channels. Marketing automation involves using software to automate tasks and measure campaign performance across multiple channels. Mixed-media modeling analyzes sales data to determine the most effective mix of advertising channels and how to allocate budgets. One challenge is consumers using multiple devices, but tools like pixel tracking can measure engagement levels. The article provides an example of a retailer targeting a rural demographic for a show airing on Dish Network. Marketers must understand consumer behavior and engagement across devices to maximize lifetime value.
151213 LA Biz_Women of Influence Press Release
Jessica Hawthorne-Castro, CEO of Hawthorne Direct, has been named one of 50 "Women of Influence" by L.A. Biz for her career success, community commitment, and mentoring other women business leaders. She will be celebrated along with the other honorees at a luncheon in January. Hawthorne-Castro leads Hawthorne Direct, a leading advertising agency that has successfully run over 1,000 campaigns for top brands, generating over $10 billion in consumer sales through creative services and data science.
More from Hawthorne (20)
161109_WSJ_Election Over Small Firms Look to Hire and Invest
161109_WSJ_Election Over Small Firms Look to Hire and Invest
161028_60 Second Marketer_Four Lessons on Olympics and Election
161028_60 Second Marketer_Four Lessons on Olympics and Election
160708_Adrants_The Internet STILL Hasn't Killed TV
160708_Adrants_The Internet STILL Hasn't Killed TV
HDI_Response_Ad_10_2015_HalfPg_BrandBuilders_FINAL2
HDI_Response_Ad_10_2015_HalfPg_BrandBuilders_FINAL2
HDI_Response_Ad_04_2016_HalfPg_IncreasedMedia_FINAL
HDI_Response_Ad_04_2016_HalfPg_IncreasedMedia_FINAL
160707 Marketing Tech_TV's Dynamic Evolution Continues
160707 Marketing Tech_TV's Dynamic Evolution Continues
160607_Hawthorne Celebrates 30 Years of Accountable Advertising
160607_Hawthorne Celebrates 30 Years of Accountable Advertising
160602_AdWeek_SocialTimes_Harnessing the Era of the Distracted Viewer
160602_AdWeek_SocialTimes_Harnessing the Era of the Distracted Viewer
160301_ Response_A Rising Tide LIfts All Boats_TV Brand Lift
160301_ Response_A Rising Tide LIfts All Boats_TV Brand Lift
160329_Hawthorne Award for PR & Marketing Excellence
160329_Hawthorne Award for PR & Marketing Excellence
160314_Big Data as a Complement for Creative Campaigns
160314_Big Data as a Complement for Creative Campaigns
160101_ER Magazine_Automating Mixed Media Modeling
160101_ER Magazine_Automating Mixed Media Modeling
160504_LA Biz_Importance of Mentoring
- 1. April 5, 2016 5 LA Businesswomen on the Importance of Mentoring Annlee Ellingson Yesterday morning, in 43 markets across the country, some 10,000 women participated in Mentoring Monday, a two-hour “speed-mentoring” event put on by L.A. Biz’s sister publication Bizwomen. The Los Angeles edition was held downtown at the Dorothy Chandler Pavilion with views of the Mark Taper Forum and the Cathedral of Our Lady of the Angels, though our mentors and mentees were too busy networking to take notice. With that much wisdom in the room, we asked five mentors, “Why is mentoring important to you?” Jessica Hawthorne-Castro, chairman & CEO, Hawthorne Direct: Mentoring is important to me because I always had mentors throughout my career. This is a good format, because I actually sought out mentors. They didn’t come to me. It's important to be proactive in that search. It’s important to see what they’ve done in their careers. I don't want to say “learn from their mistakes,” but learn how they succeeded as well -- get that key advice and skip some steps, potentially, and then also if you really have a solid mentor in your own organization, you’ll be able to ride their coattails up through the organization. They’re going to be actively involved in advancing your career.