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Hawthorne Direct Earns Three "Moxie Award" Nominations

By: Hawthorne Direct | July 15, 2013

Hawthorne Direct Earns Three "Moxie Award" Nominations

Hawthorne Direct, a full service brand response advertising agency, is the recipient of three "Moxie Award" nominations from the Electronic Retailing Association (ERA). The 2013 awards ceremony will take place on September 26 at the Wynn Hotel in Las Vegas, during the ERA's annual Direct-to-Consumer (D2C) Convention. Hawthorne Direct's Moxie Award nominations are as follows:

Industry News ImageBest Long Form, DR Corporate Branding:
Transamerica - Hawthorne Direct

Hawthorne Direct was engaged to develop a campaign marketing strategy, and to create and produce a 28:30 Brandmercial, entitled "Transform Tomorrow," by which to market client Transamerica's Term Life insurance product. Trans-america's Affinity Markets division had been familiar with DRTV-driven lead generation and wanted to evaluate the ROI potential of a long form TV-driven campaign for its Term Life Insurance product. The Hawthorne Direct campaign leveraged the new Transamerica brand look and messaging.

Industry News ImageBest Long Form, Health:
United HealthCare - Hawthorne Direct

On behalf of client United HealthCare, Hawthorne Direct created and produced a 28:30 Infomercial entitled "Medicare Advantage." The show was designed to be helpful, insightful, professional, knowledgeable and dedicated to United Healthcare's mission, while following United Healthcare brand guidelines. Messaging was designed to create an emotional connection with the viewer around the difficulties in choosing the type of health insurance coverage that supplements Original Medicare - and show how it meets their individual health management needs, communication needs and budgets.

Industry News ImageBest Short Form, DR Corporate Branding:
Hamilton Beach - Hawthorne Direct

Hamilton Beach Brands engaged Hawthorne Direct to develop a TV-driven advertising strategy for its product, The Scoop coffeemaker. Hawthorne created and produced Short Form television spots entitled "How Do You Scoop?" Media and creative teams at Hawthorne developed a strategy for tagging the spots with varying combinations of logos for mass retailers carrying The Scoop coffeemaker. Hawthorne also planned and executed the 2012 TV media campaign.

The Direct Response Marketing industry's most exciting evening is undoubtedly the presentation of the Moxie Awards. The gala awards event celebrates the year's best direct to consumer marketing campaigns. For full list of the 2013 Moxie Award nominees, please see:

The annual ERA D2C Convention is produced by ERA, the only trade association in the U.S. and internationally that represents leaders of the direct-to-consumer marketplace. ERA includes members that maximize revenues through direct-to-consumer marketing on television, online, mobile and on radio. For more information about the 2013 convention, please visit:

Hawthorne Direct is a full service brand response 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 in brand response, the agency combines persuasive brand messaging with best-in-class analytic systems to create accountable, high performance advertising campaigns.

Hawthorne Direct has developed successful award-winning campaigns for brands such as 3M, Armor All, Bose, Black & Decker, Hamilton Beach, Pella, SanDisk, Transamerica, United Healthcare, and more.

The agency is headquartered in Los Angeles, with the founding office located in the Midwest. Hawthorne Direct was founded in 1986 by Timothy R. Hawthorne, who serves as Chairman/CEO. Hawthorne's daughter, Jessica Hawthorne-Castro, today holds the post of COO. For more information, please visit

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