Hawthorne Direct's George Leon To Speak at Programmatic Insider Summit

The SVP of Media and Account Management will participate in a panel on attribution marketing

Aug 17, 2015, 11:00 ET from Hawthorne Direct

LOS ANGELES, Aug. 17, 2015 /PRNewswire/ -- Hawthorne Direct, the leader in brand response advertising, announced that its SVP of Media and Account Management George Leon will participate in a panel titled "Playing Fair In Attribution Marketing" at MediaPost's 2015 Programmatic Insider Summit. The session will explore how marketers can ensure their attribution modeling accurately reflects where their money is best spent.

The Programmatic Insider Summit will take place from August 16-19 at The Resort at Squaw Creek, in Lake Tahoe, California. It is a leading annual event for brand marketers to come together to discuss the most relevant issues facing the industry, network, and exchange ideas and best practices. This year's summit will focus on how mobile and video channels are driving key growth for programmatic media buying, but all these channels (video, tablets, phones and even TVs) pose discrete challenges to buying, execution, accountability and targeting.

The "Playing Fair In Attribution Marketing" panel will be moderated by Jeff Campbell, managing director, Central, for Resolution Media. Leon will participate in the discussion along with Morgan Vawler, Programmatic Marketing & Data Management Lead, NA, Accenture; and Brian Zaben, VP/Director of Programmatic Strategy & Analysis, DigitasLBi.

Over the past 20 years, Leon has been involved in every aspect of the industry from media buying, planning, operations, marketing, digital and mobile media.  Today, Leon oversees Hawthorne Direct's integrated brand response TV strategies and executions, leading a diverse team of account directors, media strategists, buyers and planners. He spearheads Hawthorne's data science and integrated media strategies on behalf of a broad range of clients. Past client portfolio includes Mars, Mattel, Philips Electronics, Transamerica and UnitedHealthcare. Current campaigns include Equifax, HomeAdvisor.com, zulily.com and L'Oreal.

This panel at the Programmatic Insider Summit will dive into how effectively and fairly today's multi-touch, algorithmic models are at mapping credit. In the complex supply chain of programmatic advertising, there are opportunities for "gaming" the algorithms to assign credit where credit really isn't due. "Impression bombing," artful use of retargeting at the bottom of the funnel and adding too many partners can all skew and obscure proper weighting even in sophisticated attribution models. As more marketers look beyond the last click, how do they ensure the new black box of attribution modeling is rendering an honest picture of how to optimize spend?

The panel will take place on Wednesday, August 19th at 9:45 am in the Alpine Ballroom.

About Hawthorne Direct:
Hawthorne Direct, a creative, analytics and technology-­driven advertising agency, specializes 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. Please visit www.hawthornedirect.com and http://www.linkedin.com/company/hawthorne­direct for more information.


SOURCE Hawthorne Direct