DMA: Data and Marketing Association
Consumer Help

DRTV 101 for Brand Marketers: The Expanding Role of DRTV in the Brand Marketing World


What is the new generation of Direct Response Television (DRTV) and what does it mean to marketers? This webinar will offer key insights into developing a winning DRTV focused creative strategy and successful media campaign. Hear first-hand from DRTV experts the key pain points that DRTV is solving for brands and just how DRTV works in conjunction with other types of media/channels.

Attendees will learn:

  • How the new generation of DRTV works for launching and/or growing brands.
  • When to consider DRTV as part of a marketing mix.
  • How DRTV plays well with other types of media/channels.
  • The best DRTV messaging strategies.
  • DRTV’s analytics advantage.



George Leon

Chief Strategy Officer

During George’s eight years, he has helped Hawthorne grow by 300% by focusing on campaign strategy and execution, data analytics, campaign optimization and partnership development. He leads a diverse team of account directors, data scientists, media strategists, buyers and planners who work on a broad range of major brand clients managing billions of dollars of media allocations and investments. George’s client roster at Hawthorne includes 3M (Command, Filtrete and Post-it), Angie’s List, BLACK+DECKER, Brother International, Carbonite, Children’s Hospital of Los Angeles, Craftsy, Credit One Bank, Dexcom, Dyson, Equifax, Gerber Life, Hamilton Beach, HomeAdvisor, Indochino, It’s Just Lunch, L'Oréal, Mars, Mattel, Pella, Penn Foster, Philips Electronics, ResMed, ShopAtHome, Spectrum, thredUP, Transamerica, VARIDESK and zulily.

Over the past 20 years, George has been involved in every aspect of video advertising from creative development, offer and content messaging to integrated media strategy, media planning, data analysis, forecasting and attribution methodologies—covering all channels and devices. He has created strong media relationships with major broadcast and cable networks, ad exchanges, DMPs, programmatic and addressable platforms, aligning Hawthorne campaigns with the right strategy and ROI-driven execution.

Utilizing his background in financial analysis and forecasting, George launched his media career at Williams Television Time in Los Angeles. He worked on account analysis for clients such as DIRECTV, Mars, Mattel and Phillips Electronics. Later, George became media director of National Media. Within two years, George was responsible for all of the company's media and operation functions. In 2000, George co-founded Gold Mountain Media, Inc., a successful media agency focusing on long form media. As integrated marketing and data-driven campaigns expanded their dominance in the DRTV media marketplace, George launched CIELO Media Management, Inc. in 2008, focusing on a hybrid of English and Spanish long and short form media campaigns. In 2010, George joined Hawthorne as it continued to expand and grow brand response and accountable advertising covering the three pillars of Hawthorne’s Art + Analytics differentiation; Data Analytics, Responsive Creative and Accountable Media.


Nick Fairbairn

SVP of Marketing
Le Tote

Nick Fairbairn is senior vice president of marketing at Le Tote, leading the marketing team. Fairbairn oversees brand and communications, media strategy and customer acquisition, as well as revenue and forecast management. While building a team and infrastructure in his first 11 months on the job, Fairbairn and team scaled more than 100-percent growth. Before joining Le Tote, he served as vice president of brand marketing at Dollar Shave Club, as well as director of acquisition marketing at Dollar Shave Club prior to that. In his time there, Fairbairn helped drive the company’s growth through strategic messaging and go-to-market strategies for new and existing products. He championed a customer first approach, managing the balance between brand and response. He helped the team deliver more than a 500-percent increase in new subscribers and more than a 100-percent increase in revenues, playing a pivotal role in the company’s $1B acquisition. Before joining Dollar Shave Club, Fairbairn ran the acquisition marketing group at Provide Commerce/FTD Companies, the umbrella brand for ProFlowers, Shari’s Berries, FTD.com, and other ecommerce gifting sites. There, he led a team of more than 25 marketers, driving cross-channel media strategy and execution, and was responsible for more than $600 million in revenue. Fairbairn began his career agency-side, holding a variety of roles including entrepreneur and founding partner, account director, managing director, and media director. His diverse client roster included Google, Microsoft, eBay, Peet’s Coffee, Cost Plus World Market, Disney, Visa, and many others. Fairbairn has an MBA from Pepperdine University and lives in San Francisco with his wife and two sons.


Jessica Hawthorne-Castro


Jessica Hawthorne-Castro is the CEO of Hawthorne. Jessica has strategically positioned the agency to be at the forefront of the new advertising revolution, where art meets science. She is committed to providing data-driven solutions and proprietary tools for our clients to help them maximize their advertising investment dollars. From creative and production to strategy, media and analytics, Jessica ensures quality and innovation throughout all disciplines of the agency. Her role involves helping Hawthorne’s team envision, create and execute powerful advertising campaigns for our clients that build brands and ignite consumers to take action. Jessica fosters long-standing relationships with the company's expansive base of diversified clients with her unwavering commitment to unparalleled service; her strategy is renowned for her hands-on and highly responsive approach. Jessica has leveraged the agency’s success in attribution and ROI to win new business and retain existing client business. Her client roster includes 3M (Command, Filtrete, Post-it, Scotch-Brite), Audible, Armor All, Carbonite, BLACK+DECKER, Dyson, Gerber Life, L’Oréal, Hamilton Beach, HomeAdvisor, Hoover, Pella, PETA, Remington, SanDisk, Transamerica, United Healthcare and zulily.

As CEO of Hawthorne, Jessica has prioritized company culture and corporate social responsibility. Today, Hawthorne is a certified woman-owned business by the Women's Business Enterprise National Council (WBENC), a Great Place to Work®, a member of the Forbes Agency Council and on the Inc. 5000 list.

Jessica has been recognized from the broader professional community for her leadership and marketing acumen, as well as her commitment to giving back with the following accolades:

  • 2017 “Women to Watch” recognition for the “Marketing Hall of Femme” Direct Marketing News
  • 2017 “Great Place to Work” Award
  • 2017 & 2016 “Women's Summit Awards Nomination” by Los Angeles Business Journal.
  • 2016 “Woman of Influence” by L.A. Biz and Biz Women.
  • 2015 “Female CEO of the Year in Advertising, Marketing and Public Relations”, presented by the CEO World Awards organization.
  • 2015 “Rising Star Award”, presented by Marketing EDGE to recognize young professionals who have maintained a strong record of giving back through education and mentoring while achieving a high level of corporate success.
  • 2015 Honored as a “Top 40 Under 40” by Direct Marketing News.

As a leader in the marketing space, Jessica is a contributor to various publications offering insights on key industry trends, including AdAge, AdWeek, The Wall Street Journal, The Huffington Post, American Marketing Association, along with dozens of other outlets. A notable contributor in the advertising and marketing space, she routinely participates on discussion panels at industry events, including the OMMA LA, Marketing EDGE, Digital Hollywood, DRMA Response Expo and Electronic Retailing’s D2C Event.

Prior to joining Hawthorne, Jessica was a successful TV literary agent with William Morris Endeavor (formerly Endeavor), one of Hollywood's top, full-service talent agencies representing writers, directors and producers for television. As the agent for an impressive list of WME's top TV talent, she identified and negotiated opportunities for shows airing on all major broadcast and cable television networks. She also packaged key elements necessary to develop shows, working regularly with executives from ABC, CBS, Fox, NBC, HBO, USA, Bravo and others. In this capacity, Jessica assisted the creators of numerous top-rated programs, including Entourage, The Office, Heroes, 24 and Law and Order.

Jessica graduated cum laude from UCLA’s School of Arts and Architecture with a bachelor’s degree and magna cum laude from Loyola Marymount University where she received her MBA, with a double emphasis in management and marketing. Jessica is a member of Young Presidents’ Organization, Los Angeles Chapter.

When Jessica isn’t busy with the company and culture, she participates on many boards and non-profit organizations, enjoys spending time with family and friends and traveling the world (over 50 countries so far!) She resides in Los Angeles with her husband and son.

Sponsored by:

  • Hawthorne Direct Logo

    Le Tote Logo


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