Jessica Hawthorne-Castro is CEO of Hawthorne. Jessica has strategically positioned the agency to be at the forefront of advertising, where art meets science. She is committed to providing data-driven solutions and proprietary tools to help clients maximize their advertising investment dollars.
A conversation with With Jessica Hawthorne-Castro, CEO of Hawthorne Read More »
The eco-friendly movement has continued to accelerate, and so has consumer interest in green products. But customers are also growing suspicious of companies “greenwashing” their products — using deceptive marketing techniques to falsely convey an environmentally-responsible image.
7 Ways To Market Your Green Products And Practices (Without ‘Greenwashing’) Read More »
Marketing is an ever-changing industry. With new trends constantly on the horizon, it’s difficult to tell which to adopt and which to ignore. Often, it simply comes down to using your best judgment about what will help you achieve your overall business goals.
Is That New Marketing Trend Right For Your Business? 9 Ways To Decide Read More »
Generation Y, or better known as Millennials, has been the apple of every marketer’s eye with 73 million strong, and spend a collective of $600 billion annually in the U.S.
Tailoring Your Marketing Messages to Gen Y and Gen Z Consumers Read More »
Transforming your agency from a long format agency to one focused on data analytics is a long, involved process. It takes about 15 years, to be exact.
Podcast: A People-First Agency Transformation Strategy Read More »
Data gives advertisers the power to fine-tune their campaigns and deliver strong results. Industry experts shared their best advice about advertising data, including methods for collecting it, analyzing it, and putting it to use.
Tips to Help You Understand and Action Your Advertising Data Read More »
One of the hallmarks of working in an agency is that no two clients want the same thing. Even so, a few campaigns that professionals have worked on are unusual and distinct.
13 Unique Marketing Campaigns And The Valuable Lessons They Teach Read More »
No matter how well-established a brand is, there may come a time when it needs to reinvent itself. Whether the company is working to keep up with modern sentiments or reach a new target demographic, the process of reinvention should be carefully considered and implemented. Otherwise, you may end up alienating the very customers who built your brand in the first place.
Need To Reinvent A Beloved Brand? 9 Important Steps To Take Read More »
Social media is an important part of any company’s marketing strategy. While social media savvy helps promote brand recognition and overall success, one misstep can bring a business unwanted attention—even national infamy.
14 Social Media Faux Pas To Avoid At All Costs Read More »
You’ve done all the necessary research and preparations for your ad campaign, and you’re sure it’s going to be a hit with your target audience. But then for some reason, your campaign just doesn’t land, and your audience has an unexpected negative reaction.
6 Smart Ways To Handle A Negative Audience Reaction To Your Ad Campaign Read More »
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