Hawk Thompson

Senior Content Strategist at Razorfish

Who’s Hawk?

Hawk is a Senior Content Strategist at Razorfish Austin, where he works with client and agency teams to tell compelling brand stories across platforms. Hawk has spent the last decade providing interactive content strategy for clients such as Delta Air Lines, Samsung Mobile and Dell. As a content director, Hawk has spoken to Texas Ad Group, the University of Texas System Seminar and other organizations about digital media and user experience. In his free time Hawk heads up Multiple Drafts, a content meet-up in Austin. He also tweets a bit (@hawkt).

Hawk’s topic

Breaking News: Why Native Advertising Is Making Headlines

As subscription rates go down, paywalls go up and publications go under, publications are looking to native advertising for new ways to generate revenue. Corporations are signing up in droves, and who can blame them? Native ads are relatively cheap to create, produce and syndicate across credible news networks with substantial reach. But as the Atlantic’s Scientology debacle reminded us, poorly done native ads can wreak havoc on a brand’s credibility. A smart content strategy can mean the difference between getting customers to sign up and watching them sign out.

Audience will learn:

  • What is native advertising
  • The difference between harmful and effective native ads
  • How to create content strategy for a native ad publishing program.