What Hawthorne Direct does

Hawthorne Direct (d/b/a Hawthorne Advertising) is a U.S.-based, woman-owned, full-service direct response advertising agency founded in 1986 and headquartered in Los Angeles, with additional offices in New York and Fairfield, Iowa. The firm serves consumer brands, home services operators, financial services issuers, healthcare/medtech providers, and consumer packaged goods companies, designing integrated, omni-channel brand response campaigns that span linear TV, connected TV (CTV), digital, social, radio, and out-of-home, paired with attribution and audience intelligence.

The agency's core offering layers proprietary technology on top of traditional services: PureStat performs above-baseline consumer-response attribution via a time-series decay model, MRPI (Market Retail Penetration Index) selects test and control markets for drive-to-retail campaigns, MTSM (Media Test Scoring Model) scores media investments against operational KPIs and attribution analytics, and the Hawthorne Impressions Tracker provides hourly, cross-network TV impression tracking. In 2025, the agency launched Hawthorne Optima, an AI-powered analytics product, and added a partnership with The Trade Desk for household-level CTV execution combined with Comscore campaign-ratings measurement.

The business model is full-service agency economics: professional-service and media-buying fees generated through direct client engagement with enterprise brand partners; pricing is project-based and negotiated against scope, media budgets, and campaign requirements, with no publicly disclosed standardized pricing. Distribution is direct, sales-led enterprise engagement via offices in Los Angeles, New York, and Fairfield, Iowa; the firm holds Amazon Ads, Meta Business Partner, and Google Partner certifications and is multi-year Inc. 5000 and Great Place to Work certified.

Name

Hawthorne Direct

Legal name

Hawthorne Direct LLC

Website

https://hawthorneadvertising.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

51–100 employees

Short description

Hawthorne Direct is a Los Angeles-based, woman-owned, full-service direct response advertising agency founded in 1986 that designs omni-channel brand response campaigns and proprietary attribution analytics for consumer, home services, financial services, healthcare, and CPG brands.

Ownership category

akta.pro rank

Product category

Advertising Services

NAICS

Media Buying Agencies (54183)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

Keywords

• Direct response advertising
• Brand response campaigns
• Performance marketing
• Media buying services
• Advertising analytics

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Advertising Agency Services: Full-service advertising agency providing integrated campaign services including creative and production, media strategy and buying, audience intelligence, and analytics. Revenue is generated through professional service fees for campaign development, media buying, and ongoing client partnerships.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Hawthorne Direct is a full-service direct response advertising agency delivering integrated brand response campaigns for enterprise brand partners. Core services span creative and production, media strategy and buying across linear TV, CTV, digital, social, radio and out-of-home, audience intelligence, and analytics and attribution. Campaigns are powered by proprietary technology including PureStat, MRPI, MTSM, Hawthorne Impressions Tracker, and Hawthorne Optima to deliver measurable ROI.

Product overview

Hawthorne Advertising is a full-service direct response advertising agency offering a comprehensive performance marketing platform. The core offering centers on Brand Response advertising combining DRTV, Connected TV, creative production, media strategy, analytics, and audience intelligence. The platform is powered by proprietary technologies including PureStat for attribution, MRPI for retail market analysis, MTSM for media optimization, Hawthorne Impressions Tracker for TV tracking, and Hawthorne Optima for AI-powered analytics. The agency specializes in integrated omni-channel campaigns spanning linear TV, CTV, digital, social, radio, and out-of-home with measurable ROI focus.

Differentiator

Problem solved

Functional benefit

Products and services

• Direct Response Television (DRTV) Television advertising with prominent display of toll-free numbers and/or internet addresses asking consumers to take specific action leading to product sales. Includes short-form (30-120 seconds) and long-form (infomercials) formats for brand partners.
• Connected TV Advertising Advertising on TV programming streamed through internet-connected devices, enabling granular audience targeting and cross-device tracking for brand awareness, lead generation, and conversion campaigns for brand partners.
• Brand Response Advertising Hybrid advertising combining emotional brand building with direct response tactics, balancing elevated brand imagery with clear features, benefits, and strong calls to action to drive sales and ROI for brand partners.
• Creative & Production Services Full suite of integrated in-house creative and production services combining the art of brand with the science of response, producing TV spots, digital video, and social content for brand partners.
• Media Strategy & Buying Full-funnel omni-channel campaign media strategy and buying services spanning linear TV, CTV, digital, social, radio, and out-of-home with precision focus on performance for brand partners.
• Analytics & Attribution Advanced proprietary analytics and attribution tools transforming campaign data points into performance action items, measuring cross-device tracking, multi-touch attribution, and real-time optimization for brand partners.
• Audience Intelligence Audience-centric approach informed by best-in-class research, rich data sets, and unique consumer insights for precise campaign targeting for brand partners.
• Hawthorne Optima AI-powered analytics platform built for performance marketing, providing advanced analytics and attribution tools that transform campaign data points into performance action items for brand partners.

Quantifiable outcome

• Up to 42% incremental reach per unique audience
• +29 more outcomes

Named customers18 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability6 records

Feature5 records

Partnerships

One partnership is on record.

• The Trade DeskkeyTechnology or Integration · 29 July 2025Hawthorne partnered with The Trade Desk to execute hyper-targeted connected digital TV (CTV) campaigns. The partnership combined The Trade Desk's Kokai platform with Hawthorne's media expertise to deliver measurable local impact for national home services brands. The collaboration enabled household-level targeting and real-time optimization for CTV campaigns.

Scale indicators6 records

Recent moves5 records

Expansion highlights6 records

Broad incumbents

• Digitas: Digitas is Publicis Groupe's full-service digital media and creative network operating at global scale — overlaps with Hawthorne's integrated creative+media+analytics proposition on enterprise retainers.
• OMD Worldwide: OMD is Omnicom's global media agency network with DR/performance practices and large enterprise CTV capabilities — competes with Hawthorne for the same enterprise brand budgets but with materially greater scale.

Direct peers

• PMG: PMG is an independent digital agency built around proprietary audience platform and performance media buying — highly comparable to Hawthorne in combining media, creative, and proprietary analytics for enterprise brands.
• Kepler Group: Kepler Group is an independent performance marketing agency with roots in DRTV and CRM analytics — comparable mid-market positioning and similar expertise in connecting brand-building to measurable response.
• Resolution Digital: Resolution Digital is an independent full-service digital media and analytics agency with strong DRTV and brand response heritage — comparable in offering, target customer (mid-market brands), and measurement-led approach.
• Direct Agents: Direct Agents is a performance-driven digital agency specializing in paid media, programmatic, and analytics for mid-market and enterprise brands — comparable in scale, DRTV-adjacent focus, and analytical tooling to Hawthorne.
• Power Digital Marketing: Power Digital is a performance marketing agency with proprietary technology (Mona) and a focus on measurable ROI for consumer brands — similar mid-market enterprise customer profile and analytics-led value proposition.
• Tinuiti: Tinuiti is a large independent performance marketing agency focused on paid media, programmatic, and CTV across channels — directly comparable to Hawthorne's full-funnel brand response model for growth-stage and enterprise advertisers.

Emerging players

• MediaAlpha: MediaAlpha operates a performance marketing platform focused on home services and insurance verticals — directly comparable customer segments (HomeAdvisor/Angi, LeafFilter-adjacent) and outcome-based media buying model.

Others

• The Trade Desk: The Trade Desk is a programmatic/CTV DSP and Hawthorne's named technology partner — adjacent rather than directly competitive, but operates in the same CTV and addressable media ecosystem and could evolve into a closer substitute for agency media-buying layers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/wearehawthorne_
• Facebookfacebook.com/wearehawthorne
• LinkedInlinkedin.com/company/wearehawthorne
• Instagraminstagram.com/wearehawthorne
• TikToktiktok.com/@wearehawthorne

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hawthorne Direct