On TV & Video: No One Can Deny That Content is King.

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  • The nature of television today is morphing dramatically, and for numerous suppliers, content has become king. To win subscribers, Netflix and Amazon have been providing high-quality programming – but is costing them astronomical sums to do so.  In 2017, Netflix intends to spend around $6 billion.  Amazon will be following suit with about $7 billion.  This compares to NBC’s and CBS’ outlays that will likely be in the range of $4 to $5 billion.
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Gen-Z Shopping

How Generation Z is Transforming the Shopping Experience.

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  • Gen-Z (aka “the iGeneration” or “post-millennials”, etc.), referring to those born sometime between 1995 and 2014, number about 60 million in the United States. As a generation, they are even more numerous than Millennials (by about one million), and are an extremely diverse group:    non-Hispanic Caucasians (55%), Hispanic (24%), African-American (14%), Asian (4%), multiracial/other (4%).
  • Having never known life without the internet or mobile phones, one would think that this generation necessarily would be a boon to e-commerce (which it is),
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Time to Stop Talking Around Big Data, Embrace It and Drive Your Business Forward

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Author: Jessica Hawthorne-Castro, CEO
Original Link: Digitizing Polaris
Date Published: July 21, 2017

One of the most pressing challenges facing modern businesses today is shifting culture towards a data scientist-driven approach. To complete this shift, a company doesn’t just need a big data strategy, it needs a business strategy that incorporates big data in a way that empowers all employees to think like data scientists.

Developing the Data-Driven Business

For businesses,

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Automating the mixed-media model improves accountability

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Author: Jessica Hawthorne-Castro, CEO

Original Publication: Marketing Drive

Date Published: July 11, 2017

Editor’s Note: The following is a guest post from Jessica Hawthorne-Castro, CEO of agency Hawthorne.

As marketing budgets have soared, so has the need for accountability. For direct response marketers, this comes as no surprise.

The 2016-2017 “CMO Spend Survey” 

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How to Meet Millennials’ Random Media Consumption with Convergence.

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  • The mind-blowing surge in digital advertising over the past years is a testament to marketers’ confidence in the medium’s ability to engage today’s audiences. Amazingly, fully 99% of this ad growth is related to Facebook and Google. All too often, when brand managers are looking for a risk-free way to reach Millennials, they automatically turn to social media, but this misses some opportunities, and is an approach that is somewhat out of focus.
  • When it comes to consuming “print” (online and offline),
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Jessica Hawthorne-Castro

Ep. 110 – Jessica Hawthorne-Castro – CEO OF Hawthorne Advertising

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Author: n/a – interview with JHC, Matt Gottesman and Case Kenny

Title of piece: Episode 110: Jessica Hawthorne-Castro – CEO of Hawthorne Direct

Original Publication: HDF Magazine

Date Published: June 26, 2017

Jessica Hawthorne-Castro – CEO of Hawthorne Direct

“I came out to LA, then I broke into the entertainment industry all on my own. I had a bit of a chip on the shoulder for no real reason except for that I never wanted to owe anyone anything,

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Jessica Hawthorne-Castro Selected as a Finalist For L.A. Biz’s Women of Influence 2017

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Hawthorne is proud to announce that the Los Angeles Business Journal has selected owner/CEO Jessica Hawthorne-Castro as a finalist for the L.A. Biz Women of Influence awards for the second year in a row. This program honors women business leaders who innovate, succeed and pay it forward. The winners will be announced at the Women’s Summit on Friday, June 23 at the JW Marriott Los Angeles L.A. Live.

In Women of Influence,

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Four International Trends to Watch in 2017

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Author: Jessica Hawthorne-Castro

Original Link: ER Magazine

Date Published: May – June Issue 2017

Some 95 percent of the world’s consumers reside outside of the United States, the U.S. Chamber of Commerce says, so the lure of the international marketplace is strong for marketers seeking new customers, business opportunities, and higher revenues. But while thinking beyond borders presents exciting opportunities for anyone wanting to take advantage of the world marketplace,

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SVP George Leon Participating and Speaking at the Mobilenomics Roundtable in Park City, Utah

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June 5, 2017

On Monday, June 5th, Hawthorne’s own George Leon will be participating and speaking in a Roundtable discussion at the Mobilenomics event in Park City, Utah. The conference, which began on June 4th and continues through June 6th, will be held at the Stein Eriksen Lodge at Deer Valley Resort. Mobilenomics is an invitation-only summit that aims to help brands enhance their mobile marketing campaigns and will address key areas of mobile media,

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Hawthorne Sweeps Up 29 Awards In 2017 Honoring Its Creative Work

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Original Publication: PR Newswire

Date Published: June 5, 2017

The prizes include the Telly Awards, American Advertising Awards, Hermes Creative Awards, ASTRID Awards and Communicator Awards

LOS ANGELES, June 5, 2017 /PRNewswire/ — Hawthorne, a creative, analytics and technology-driven advertising agency, today announced that it has won 29 creative awards in 2017, just five months into the year. The awards—granted by five different organizations and recognizing 17 different Hawthorne campaigns—showcase the high-caliber work that the agency consistently creates for its clients.

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