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Original Publication: PR Newswire Date Published: April 10, 2017 Receives a “Business Improvement Award” for Modern and Collaborative Office That Offers Inside/Outside Spaces and a Seamless Work/Life Balance LOS ANGELES, April 10, 2017 /PRNewswire/ — Hawthorne, the leader in accountable and analytics driven advertising, announced today it earned two award wins including a Great Place to Work® award and a Business Improvement Award from the Fairfield Chamber of Commerce. Hawthorne received the certification from the independent analysts at Great Place to Work® based on the extensive ratings from anonymous employee surveys. Highlights of the survey include 98% of respondents noting Hawthorne fosters a “Great Atmosphere” and 95% stating they feel “Great Pride” in working with the company, and other accolades such as “Great Bosses,” “Great Rewards,” “Great Communication” and rewarding work with “Great Challenges.” “Employees produce outstanding results for clients when you provide them with the right environment and structure
FAIRFIELD — The company may have won two awards, but both seem to offer one key message: Hawthorne is a nice place to work. The “Great Places to Work” award is a national recognition, though the company sent out notice of that certification side-by-side with word of another honor, one presented by the Fairfield Chamber of Commerce. The “Business Improvement Award” was scheduled to be presented at the Fairfield chamber’s annual banquet Thursday night. The chamber’s executive director, Detra Dettmann, said the companies that won the recognition did so for reasons that differ from place to place. If there is one overall theme, though, it’s that a business can be constructed in such a way as to fit the environment, the employees and a professional atmosphere. “It’s a physical improvement award. They have really gone to the next level,” said Dettmann. “The design is intentional [in its goal] to
Author: The Living Room, quote by Jessica Hawthorne-Castro Title of piece: 5 Marketing Experts Predict the Future of TV Advertising Original Publication: The Living Room Date Published: March 27, 2017 The future of television advertising is always a controversial subject. But should that be the case? Since the rise of online advertising, many have questioned the continued effectiveness of TV advertising. While some big businesses have shifted budgets previously earmarked for TV and print to satisfy the urge for online ads, the majority of experts remain more nuanced in their views, arguing that TV advertising is not only still relevant, but remains one of the most effective forms of communication available. We’ve long propagated a balanced strategy, TV and online can work together magnificently to drive exceptional results. Just look at our articles around John Lewis’ omni-channel approach and Twitter and TV advertising’s close relationship! It’s been a sobering
Author: Jessica Hawthorne-Castro Original Link: Inside Big Data Date Published: March 28, 2017 In this special guest feature, Jessica Hawthorne-Castro, CEO of Hawthorne Direct, provides some strategic best practices for marketers that want to extract ROI from big data in order to improve the customer experience and generate sales. Jessica Hawthorne-Castro is the CEO of Hawthorne, an award winning technology-based advertising agency specializing in analytics and accountable brand campaigns for over 30-years.  Hawthorne has a legacy of ad industry leadership by being a visionary in combining the art of right-brain creativity with the science of left-brain data analytics and neuroscience. Jessica’s role principally involves fostering long-standing client relationships with the company’s expansive base of Fortune 500 brands to develop highly strategic and measurable advertising campaigns, designed to ignite immediate consumer response.  From strategy, creative and production to media and analytics, Jessica is committed to premium quality and innovation throughout all agency disciplines.
Author: Jessica Hawthorne-Castro, CEO Original Link: 60 Second Marketer Date Published: March 21, 2017 Marketers are tasked with simple-sounding goals. For example, they need to increase sales while also improving the brand’s image. Faced with media fragmentation, it’s difficult to achieve many marketing goals that appeal to constantly shifting demographics. Marketers often resort to a trial-and-error approach of using various channels and types of content to try to find an optimal mix. An overlooked advertising channel that still produces results is TV. It continues to be a medium that can sell products directly to targeted consumers while lifting the perceptions about the overall brand. It’s relevant even in light of the fragmentation, and marketers should include strategic TV placements as part of their overall campaign. For the context of this topic, “brand lift” is a positive increase in how audiences view a company and how often they think about it –
Author: John Francis, Director of Digital Strategy Original Publication: 60 Second Marketer For many veteran marketers and brand managers, the shift to data-centric digital marketing has required significant adjustments. It’s not just the automated tools and information streaming in from multiple sources that challenge them; it’s the increasing levels of personalization and micro-targeting that require a group more accustomed to “spray and pray” broad-based appeals to rethink overarching strategies. But one group of marketers and brand advocates were data-driven before it became a thing: direct response (DR) marketers. Accountability is all the rage today — clients expect campaigns to deliver solid metrics. But that wasn’t always the case in the traditional advertising world. It was in the DR environment, which is why DR has a lot to teach today’s marketing professionals. Direct Response TV’s Trailblazers Direct response TV (DRTV) advertising is a precursor to the data-driven, digital media campaigns of

Incorporating corporate social responsibility (CSR) is increasingly important for success

Advertising during the Super Bowl is designed to make a statement. Brands use those premium slots as an opportunity to…

How emotionally fueled mass communication can affect advertising and brands

Advertising during the Super Bowl is designed to make a statement. Brands use those premium slots as an opportunity to…

How To Revamp Your Marketing Funnel When Results Are Sub-Par

Marketing funnels are not always successful. If a business is struggling with inconsistent marketing efforts or sub-par results despite the…
Building housewares brands with brand response TV

Building housewares brands with brand response TV

Advertising during the Super Bowl is designed to make a statement. Brands use those premium slots as an opportunity to…

7 Steps to Advertising to the Emerging Gen Z Consumer

Generation Z, the post-Millennial group of digital natives born after 1997 who have an insatiable desire for instant gratification and…

Hawthorne Direct was named a 2019 Bronze Award Winner for the Stevie® Awards for Great Employers

On September 20th Hawthorne Direct was named a 2019 Bronze Award Winner for the Stevie® Awards for Great Employers ,…

The Use Of Neuroscience In Marketing: The Brain Tells No Lies – Part 1

Author: Jessica Hawthorne-Castro Title of piece: The Use Of Neuroscience In Marketing: The Brain Tells No Lies – Part 1 Original Link: DemandGenReport Date Published: September 1, 2017 Editor’s Note: This Demanding View is the first of a two-part series of articles from Hawthorne Direct. Neuroscience is traditionally the realm of medicine and scientific research, but it has exciting applications for advertising. By focusing primarily on how the structure and function of the brain impacts consumer behavior, the use of neuroscience as part of marketing and advertising can remedy shortcomings of more “conventional” methods. Conventional methods — such as surveys, focus groups and observation — all have demonstrable value and won’t be phased out anytime soon. However, they do have limitations. Despite the best of intentions, consumers may give every indication that they are willing to express their opinions honestly and accurately, but research consistently shows they are often unwilling or unable to

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Hawthorne’s Sarah Arnett to speak at the OPEX Week Summer event in San Diego

On Wednesday, August 23rd, Hawthorne’s Sarah Arnett will be speaking at the OPEX Week Summer event in San Diego, Calif. OPEX Week Summer brings together operational excellence and transformation leaders from across the United States to debate and discuss progressive OPEX tools, methodologies and technologies that are driving change in every industry. The conference begins August 21st with a Customer Experience Day and Workshop Day, and runs through August 23rd with two full days of main conference sessions. At the conference, Arnett will be presenting at 12:25 p.m. pacific time on “Delivering a Best-in-Class Analytics System.” During the session, she will share insight on the Hawthorne team’s success in developing business and process insight through the collection, interpretation and use of data and analytics. During the session, Arnett will provide an overview of Hawthorne’s approach, including: Taking an exclusive statistical approach to web attribution analytics Using intelligence gleaned from a

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Five Ways to Strengthen Accountability of Your Marketing Initiatives

Author: Jessica Hawthorne-Castro, CEO Original Publication: 60 Second Marketer Date Published: August 10, 2017 Marketing teams have always been expected to prove their mettle, but the acceleration of mixed-media campaigns and budget increases for marketing technology are raising the stakes. And while these campaigns and technologies increasingly rely on digitization that can aid in tracking results, marketers still face challenges. To hone accountability, marketers will need to do their research, capitalize on automation platforms that incorporate direct response (DR) marketing, and continue to study how people use their myriad mobile devices to engage with companies. According to the most recent Cisco Visual Networking Index (VNI) Global Mobile Data Traffic Forecast, there were almost half a billion mobile devices and connections added in 2016 around the world. Smartphones accounted for most of that growth, and all those phones are fueling mobile ad spend. Research firm BIA/Kelsey estimates that annual U.S. mobile ad spending will grow from $33

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Four Ways to Thrive in Fast-Changing Times

Author: Jessica Hawthorne-Castro, CEO Original Publication: Electronic Retailer Date Published: July 28, 2017 The marketing environment is changing at a rapid pace, with everything from media outlets to consumer habits, needs, wants, and behaviors all evolving quickly. So what does it take for a brand or marketer to thrive in this uncertain environment? Here are four ways to grow and stay grounded while the world experiences a shake-up around you: Strive to connect to something that’s bigger than yourself. Have a greater goal for the world. Walk the walk on this commitment by giving a percentage of your profits to charity, donating time to your favorite causes, being an advocate for important issues, or other “giving” activities. Whether you bring awareness to world problems, support environmental causes, or participate in a TED Talk, your ultimate goal should be to have an impact on the world that goes beyond advertising and direct response. At a

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Time to Stop Talking Around Big Data, Embrace It and Drive Your Business Forward

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, “big data” means taking information from various disconnected sources and using analytics tools to combine it and find new insights. It’s about correlation, discovering connections between events or information that were previously hidden For the modern company, data is the most important asset, one that is dynamically changing. Valuable data sets come into play every day from mobile-based customer interactions to the billions of internet-connected “things” coming online. The trick for companies is to develop smart strategies to leverage

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