LOS ANGELES, Calif., June 7, 2016 /PRNewswire/ -- In 1986, Ronald Reagan was president, "Top Gun" was the summer blockbuster movie, and Robert Palmer's "Addicted to Love" topped the music charts. That same year in the Midwest, spurred by Reagan's deregulation of TV commercial time limits, a different kind of advertising agency was born. Tim Hawthorne founded Hawthorne Direct, an ad agency for brands based on creating accountable and measurable results. Now the leader in brand response advertising, Hawthorne Direct celebrates its 30-year anniversary this month.
"From the perspective of 2016, it's clear Hawthorne Direct was ahead of its time with its focus on attribution and accountability in advertising," said current company owner and CEO Jessica Hawthorne-Castro. "When my father introduced direct response advertising analytics to major brand advertisers in the mid-1980s with direct response TV (DRTV), we were far away from the high-tech world we currently live in. Now campaign metrics are de rigueur, but in the 1980s at Hawthorne, we built our business on accountability before accountability was cool."
Founder Tim Hawthorne, currently serving as a key strategic advisor and board member for the agency, has made many contributions to the field of direct response TV advertising including writing one of the authoritative textbooks on the subject, "Hawthorne's Complete Guide to Infomercial Marketing," which is being re-released in honor of the 30th anniversary. In the original book, Hawthorne reviewed key accountability concepts like cost per order (CPO), cost per lead (CPL) and media efficiency ratio (MER) and how to create to the most effective brand response campaigns. While these concepts were staples in the DRTV world at the time and would eventually be proven to give brands a way to more precisely target their desired audience, they were new to traditional advertisers in 1986.
As advertising evolved and shifted to digital platforms, Hawthorne Direct's early focus on advertising measurement was revealed as prescient. In the ensuing years, the company was able to carve out an enormous advantage over competitors who were new to metrics, using its decades-long mastery of accountable advertising and its proprietary algorithms to give clients a distinct advantage as they compete with other brands for an audience that interacts with companies on multiple digital platforms.
"We're proud to have represented the best in advertising for the past 30 years — the best clients, best staff and best work in accountable brand response," Tim Hawthorne recently shared. "To the hundreds of clients and staff whom we've teamed up with for three decades — thank you for putting your trust and faith in us. You deserve the best."
Today, the company that helped pioneer the direct response industry 30 years ago remains at the forefront of performance and ROI-driven advertising. Now known simply as Hawthorne, the company is headquartered in Los Angeles and employs a unique team of data scientists, media specialists and creative strategists with a single mission: to combine persuasive brand messaging with proprietary analytic systems to create and deliver integrated campaigns that drive revenue for clients.
"We're incredibly proud of the culture we've built and the company we've become on our 30th anniversary," Hawthorne-Castro remarked. "At the end of the day, it's not about all the awards we've won or the influence we've had on the industry but rather on how we've helped clients reach their goals by delivering work that combines the art of branding and the science of analytics. We're looking forward to continuing that work for the next 30 years and beyond."
Hawthorne has successfully led more than a thousand major campaigns for some of the world's most recognizable brands, managing billions of media billings that have delivered strong returns for clients. The company engages, informs and persuades customers, driving significant market share growth and delivering value by combining creative services with data science. Learn more at www.hawthornedirect.com.
Hawthorne is a creative, analytics and technology-driven advertising agency specializing in strategic planning, creative development, production, media planning, buying and analytics, and campaign management for integrated marketing campaigns. With nearly 30 years of proven excellence, the agency combines persuasive brand messaging with best-in-class analytic systems to create accountable, high performance advertising campaigns.
Hawthorne helps brands efficiently target their consumers, improve cost per acquisition, optimize the lifetime value of a brand's customers, and even drive consumer response to key retail outlets or corporate locations. As a leading analytic and data driven, accountable brand advertising agency, Hawthorne specializes in integrated campaign solutions. The company offers a full suite of integrated solutions with creative, media, digital and mobile services. Hawthorne maintains brand integrity and metrics to efficiently and effectively optimize the results of its clients' integrated media budgets via leading edge and proven data analytics.
Hawthorne has developed successful award-winning campaigns for countless Fortune 500 brands.
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SOURCE Hawthorne Direct