George Leon

George Leon is senior vice president of Media/Account Management at Hawthorne Direct. George Leon oversees Hawthorne's expanding integrated Brand Response TV (BRTV) media strategy, execution and analytics and spearheads Hawthorne's Data Science and "Big Data" initiatives on behalf of a broad range of major brand clients including 3M, Brother International, Equifax, Hamilton Beach, HomeAdvisor.com, Transamerica and zulily. Hawthorne is 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. Over the past 20 years, George has been involved in every aspect of the direct response television (DRTV) industry from media to operations to marketing and new media. He brings his years of experience in agency account management, media analysis, effective team management and creating strong media relationships across all platforms.


Articles by George Leon


Many marketers view a "drive to web" campaign as simply moving an audience to a landing page in order to garner sales, signups, or other actions. The campaign launches, the desired actions are tabulated, and the marketing team moves on to the next campaign. This approach is outdated and doesn't leverage the latest technology, tools, and marketing software that can help build more personalized and dynamic campaigns. There's vast room for improvement in drive-to-web campaigns through analytics and optimization.
Editorial/Industry Insights - Posted Apr 12, 2017