Industry Insights
Ideas to Inspire
What’s next in marketing, brand building, media and tech?
- Thrive Global
- Jessica Hawthorne-Castro
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.
- AdAge
- Jessica Hawthorne-Castro
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.
- AdAge
- Jessica Hawthorne-Castro
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.
- TargetMarketing
- Jessica Hawthorne-Castro
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.
- The Innovative Agency
- Jessica Hawthorne-Castro
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.
- Feedonomics
- Karla Crawford Kerr
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.
- Forbes
- Jessica Hawthorne-Castro
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.
- AdAge
- Jessica Hawthorne-Castro
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.
- Forbes
- Jessica Hawthorne-Castro
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.
- AdAge
- Jessica Hawthorne-Castro
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.
Resources
Hawthorne has been a leader and pioneer in Brand Response Advertising and Direct Response Marketing for 35 years.
Our rich history of measuring audience response and applying data-driven attribution and analytics to optimize campaigns provides us with an unparalleled depth and breadth of experience. Some of that experience is shared below in this Resources section.
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