hawthorne direct Hires Creative Directors Paul Allen and Don Dougherty to Strengthen DRTV and Videoactive Divisions
Monday, 18 June 2007
Already recognized as a premier direct response television agency, hawthorne direct has strengthened its hand. Paul Allen and Don Dougherty, direct response veterans with nearly 30 years of combined experience, have joined the agency as creative directors.
Founder, Chairman, and Executive Creative Director Tim Hawthorne of hawthorne direct said, “Hiring two top creative directors gives hawthorne direct an unprecedented opportunity. We have double the firepower now. Paul and Don bring a lot to the table, and their track records speak for themselves. With these guys at the helm of the creative process, we’re poised to tackle pretty much anything.”
Los Angeles-based Allen joins the hawthorne direct team after working in direct response television for over 12 years, with prior experience in traditional spot production independent film production. He is an award-winning writer/producer/director with perhaps more shows ranked in the top 50 of the IMS report than any other single person. His expertise at scripting Long Form programs and Short Form spots have made him a high-demand creative director and writer.
“Allen’s creative treatments and contributions have boosted the marketing campaigns of many prominent products and companies: AOL, Clorox, Microsoft, NutriSystem, Orange Glo, Oreck, Proctor & Gamble and more. His directing and production background gives him a unique perspective on script writing,” said Hawthorne.
t hawthorne, Allen’s responsibilities will include developing creative concepts for TV and Videoactive accounts, overseeing their execution, and working with clients to ensure satisfaction.
“It’s my job to see that our clients receive the most powerful creative executions possible across all channels,” Allen said. “Our goal is to seamlessly integrate our clients’ DRTV campaigns with their Web and other marketing efforts to really maximize results. I’m pleased to have joined the hawthorne team and look forward to big things for hawthorne and our clients.”
Hawthorne said, “A lot of people can write. A lot fewer write well for TV. Paul understands what happens to words when they land in the studio and on film. He knows what works and what doesn’t. Whatever he does, the clients all love.”
Dougherty’s most recent experience as director of creative services at Portland’s Direct Marketing Solutions, will help hawthorne to broaden its core lineup of DRTV offerings. Dougherty will integrate direct mail, new media and branding platforms into hawthorne’s established lineup of DRTV creative, production and media buying services.
By virtue of his brand and editorial work overseas — in Hawaii, Japan and Spain — Dougherty brings a global grasp of winning advertising tactics. His portfolio includes numerous creative projects for such prominent brands as Microsoft, Gateway, Stanley Tools, AT&T, CitiGroup, Direct TV, Intel, Kodak, Merck, Microsoft, Time-Life and Tropicana.
Dougherty is an established writer whose credits extend well beyond direct response campaigns. He is an avid cook, scuba diver, jazz collector, philosophy buff and wine aficionado, and has been published in each of these fields. Dougherty will operate out of Portland, creating in that region a greater hawthorne direct presence in DRTV and Videoactive advertising.
Hawthorne said, “We courted Don aggressively because he brings so much to the table. He’s written Long Form scripts for the likes of DirectTV and Gateway. He’s scripted Short Form spots for heavyweights like Target and Sears. He knows direct mail and the print side of the business. Adding what he knows to what we know will make our company more effective than ever in growing our clients’ business.”
ougherty and Allen have been busy contributing to the marketing of hawthorne’s DRTV and Videoactive services, and are already working hard on existing projects. hawthorne direct expects to announce the team’s new campaigns as soon as they’re ready to roll out.