Tag: Agency

Growing Unicorns with DRTV

Growing ‘unicorns’ with brand response TV advertising

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By Karla Crawford-Kerr, VP of Marketing, Hawthorne

Original Publication: The Drum

Date of Publication: February 4, 2019

Advertising during the Super Bowl is designed to make a statement. Brands use those premium slots as an opportunity to make people laugh or cry, to take a political stance, but most of all, to make a lasting impression. At $5 million for a 30-second spot,

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As seen on DRTV

DRTV Lessons from Successful Brand Launches

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By George Leon, Chief Strategy Officer – Hawthorne

Original Publication: New Media and Marketing 

Date of Publication: January 23, 2019

When it comes to capitalizing on direct response television (DRTV) advertising, some of the best advice comes from privately held startups valued at over $1 billion. That’s because they’ve seemingly mastered the use of TV advertising that directly engages consumers, from launch to growth.

Successful brands like Experian,

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John Francis, DBA

What Is Privacy Forward and Why Does it Matter for Marketers?

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By John Francis, DBA

Original Publication: Marketo

Date of Publication: November 12, 2018

When I worked as a webmaster at AOL in the early days, every employee had visibility into every member’s account. Then in 1999, a naval officer was outed by one of the employees after he logged into an alternate profile with a different screen name. AOL’s course of action was to immediately shut down access to all members’ data and hire an integrity assurance officer.

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Hawthorne Logo

Hawthorne Sweeps Up 21 Awards In 2nd Half of 2018 Honoring Creative Work and Agency Accolades

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LOS ANGELES, Dec. 6, 2018 /PRNewswire/ —

Hawthorne, a creative, analytics and technology-driven advertising agency, announced today that it has won 21 creative and corporate awards in the second half of 2018, bringing its total awards for the year to an impressive 51. The awards were granted by four different organizations and recognized 12 different Hawthorne campaigns for 9 different clients. In addition, CEO and owner Jessica Hawthorne-Castro was honored with two awards for her leadership.

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BIASlide3

BIA: Engagement, ROI Key For Advertisers. From InsideRadio

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Author: Paul Heine, Managing Editor of InsideRadio

Original Publication: InsideRadio

Date Published: December 3, 2018

A BIA survey of 1,500 local advertisers found customer-engagement benchmarks and expected ROI are the biggest determining factors in where they invest their marketing dollars. Among radio advertisers, expected ROI came in first (40%), followed by customer-engagement benchmarks (39%), business conditions (38.2%), expected revenues (37.8%) and money left after other expenses are paid (33.7%).

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Jessica Hawthorne-Castro

Jessica Hawthorne-Castro featured on BIA’s Local Impact Webinar Series

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November 28, 2018 — 

BIA’s Advisory Services Webinar: Sales Enablement: Recruitment, Technology Implementation & Coaching

 

Our CEO Jessica Hawthorne-Castro was featured in BIA’s  Local Impact Webinar Series, where she shared insights into the “buy side” of the media business and what it takes to attract and support a high-performance team that can impress agencies. Check out BIA’s additional webinars on advertising & marketing here: https://bit.ly/2zEB6yP

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Omnichannel

6 Ways To Thrive In Today’s Challenging Omnichannel Economy

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By Jessica Hawthorne-Castro 

Original Publication: YPO.Org

Date of Publication: October 9, 2018

Today’s marketing landscape is broader, deeper and more complex than ever before. There are more channels, more choices and more customers who get more savvy every day. Thriving in this “omnichannel marketing” playground is a balancing act. Companies have to continuously evaluate and strengthen customer touchpoints while delivering a consistent and seamless experience across all channels.

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Davey

Hawthorne has been selected as a winner of 8 Davey Awards!

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October 24, 2018 — Hawthorne has been selected as a winner of 8 Davey Awards (1 Gold and 7 Silver) for:

HomeAdvisor “With HomeAdvisor” Campaign

GOLD in Campaign -Commercial Campaign for Commercials.
With these spots we aimed to expand HomeAdvisor’s target audience to include first-time millennial homeowners looking for help with home improvements and baby boomers looking for a way to help their aging parents with home repair projects.

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Why direct response TV marketing is still effective

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By Bill Cogar

Original Publication: SmartBrief

Date of Publication: October 23, 2018

Any advertisement that engages consumers and asks them to respond directly to a brand in the form of a click, call or purchase, including but not limited to mailers, billboards, social and display advertisements, emails, texts or calls is known as responsive or accountable advertising. When TV is the medium, it is known as Direct Response TV Advertising,

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Galaxy Awards 2018

Hawthorne Selected as Bronze Winner of the 2018 Galaxy Awards in both TV Ad and Video Campaign Categories

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Hawthorne Selected as Bronze Winner of the 2018 Galaxy Awards in both TV Ad and Video Campaign Categories

October 22, 2018 — Hawthorne is awarded the  2018 Bronze Galaxy Awards awards for:

L’Oreal “Revitalift” TV Ad

BRONZE in TV Ad – Single

Hawthorne’s TV ad for “Revitalift” focused on the authority of experts, the experiences of real

testimonials, and easy-to-understand demos explaining the appearance of skin aging and the benefit of the product.

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