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Hawthorne Advertising | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone
(641) 472-3800
Primary Address
2280 West Tyler Avenue
Suite 200
Fairfield, IA 52556
USA

Hawthorne Advertising Contacts

Contacts (5/7)
Name Title State
Mary P. Vice President & Account Director IA
Sample of Related Brands
***********
Email: *****@*******.***
Main Phone: (641) 472-3800
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2280 West Tyler Avenue
Suite 200
Fairfield, IA
52556
USA

Lori Z. Associate Media Director IA
Gina L. Vice President & Media Director IA
Novena C. Director, Accounting IA
Daylyn K. Product Development Manager IA

Client Relationships


Brand Service From To Media Spend
***** & ****** direct response unknown present *****
******* creative, media buying & planning 2009 present ********
******** ***** ******, ***. creative, media buying & planning 2011 present *
****** **** ********* ***** media buying & planning 2011 present ******
****** ***** creative, media buying & planning 2009 present *******

See Winmo sales intelligence in action

WinmoEdge

Gen X Parents Opps: 3M names new CMO amid decreased YOY sales (Score 60)


3M, the parent company of every parent's favorite household brands, promoted Remi Kent to CMO in January 2020. She was most recently global Post-It and Scotch brand business director since June 2017; previous to that, she served as global brand and strategy leader over the consumer business group from August 2013 - 2017. She reportedly replaces Paul Acito, who left the CMO position at 3M for the VP position at Medtronic Diabetes in July 2018.

3M's vast array of brands are displayed in the spending chart below; look through it for spending shift estimations provided by iSpot (TV) and Adbeat (digital display). Several of its categories fell in sales YOY, according to the 2019 10-K; its total sales dropped from ~$32.8 billion to ~$32.1 billion. We could see shifts in spending and campaign initiatives to combat these struggles. By the looks of it, 3M will invest more in marketing this year, since its lack of leadership seemed to hurt its profits in 2019.
 

  Digital Display National TV
Brand Feb 2018 - 2019 Feb 2019 - 2020 Purchase Channel(s) Top Ad Destinations FY 2018 FY 2019 Jan 1 - Feb 24, 2020 Top Shows
3M $883,100 $1,916,900 Google ($536,600) accuweather.com, nytimes.com, xfinity.com, goodreads.com and snopes.com $471,781 $15,868,975 $6,775,453 Click
Command $149,500 $950,500 Site Direct ($74,500) hgtv.com, refinery29.com, huffpost.com and aol.com $20,296,612 $20,648,810 $0 Click
Post-It Notes $0 $32,000 Google ($31,900) fastcompany.com $12,852,962 $5,346,456 $0 Click
Scotch $14,700 $198,000 Site Direct ($14,700) telemundo.com, msn.com and cookingchanneltv.com $5,953,405 $2,132,852 $0 Click
Meguiar's $911,700 $1,788,300 Site Direct ($858,200) cardomain.com, motortrend.com, hotrod.com, trucktrend.com and fourwheeler.com $2,078,990 $1,895,653 $16,314 Click
Nexcare $236,900 $529,400 Site Direct ($231,600) espn.com, espnfc.us, espncricinfo.com, secsports.com and theundefeated.com $1,327,541 $3,897,958 $0 Click
Filtrete $0 $657,800 Site Direct ($632,600) telemundo.com, theroot.com, hgtv.com, marketwatch.com and wsj.com $2,622,107 $2,604,822 $0 Click
TOTAL $2,195,900 $6,072,900 X X $45,603,398 $52,395,526 $6,791,767 X


Sellers -- Spending dollars should be on the rise with Kent's hire. 3M shifted spending dollars for the main brand; TV commercials started airing early this year. To combat falling sales, 3M could choose to increase digital display spend or paid social to get the attention of younger consumers. It tends to target Gen X and older millennial parents, particularly fathers. According to Kantar, 3M also utilizes digital search, OOH, print and radio. Most brands typically increase spending in H2.

Agency readers -- We believe 3M has an in-house media team, but this company also works with Padilla (PR). A new CMO often reviews agency rosters, even if they're promoted to the position, so get on Kent's radar soon. To stay relevant with the e-Commerce shoppers of Gen Z and younger millennials, this company may be interested in increasing its digital footprint, particularly in social.