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November 9, 2024 / CPOVs

CP Abroad With Shannon Bresnahan

Shannon Bresnahan, Brand Supervisor

woman standing by cliffs Even before I was hired at Connelly Partners, I knew I was going to apply for the CP Abroad Program. During the many conversations leading up to my start at the agency, I learned so much about the program and grew increasingly excited. Prior to joining CP, I had some serious peaks and valleys in my life (felt like more valleys, but hindsight is always 20/20) and taking a trip seemed like just the experience I needed to bring me back to my old self.

Curiosity Leads to Confidence

On the outside, I look like a pretty confident person, but like everyone else, I have my moments of doubt. Over the past few years, those moments had been growing, leaving me feeling increasingly uncertain about myself. Outside of work, I’ve never felt confident enough to grab dinner or a drink alone, let alone travel to another country solo. And at work, I tend to be more curious in meetings and listen to everyone else’s perspectives without always giving my own.

As a single woman, I lived in Dublin alone for the month and traveled by myself for two out of my five weekends abroad. Traveling solo in other countries pushed me into a new level of confidence I hadn’t tapped into before. I was, of course, having meals on my own and meeting new people, but I was also doing day trips and excursions alone, hoping to squeeze in as much as I could in a short amount of time. As I explored new experiences and built confidence, my curiosity about the world grew, and I wanted to play an active role in it rather than simply observing from the sidelines.

I could start to see a shift in my confidence at work even while I was still in Dublin. I was speaking up more in meetings and was less uncertain about my opinions. I’ve always been encouraged to share my thoughts and opinions at work, but I often held back, worried that someone might disagree or see my input as irrelevant. Once I started speaking up more, I realized just how wrong I was— my voice truly does matter.

Be Confident in the Gray

As a Brand Supervisor, my work life is very organized with timelines and project plans guiding every client activity. In my personal life, I live more in the gray and fully embraced this on my solo trips. Occasionally I booked some tours but overall, I didn’t plan what museums or attractions I would see and I was able to be fully in the moment and absorb all the sights around me.

I’ve come to appreciate the excitement of embracing the gray areas, and I now want to bring that mindset into my work. Timelines will always be essential, but not having every detail doesn’t mean a project will fall apart. The unknown keeps you adaptable, ready to expect the unexpected and handle whatever comes your way.

I would have traveled without CP Abroad, but having the opportunity to fuse work and play taught me a lot about myself and how I want to work with my colleagues and clients moving forward. This is such a unique program and I can’t thank CP enough for the chance to live in Dublin for a month. I loved every moment and can’t wait to go back.

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November 5, 2024 / CPOVs

CP Abroad With Ronan Doyle

Ronan Doyle, Global Art Director

What a Time to Visit

Goosebumps. And not from the cold—in fact, this October was probably the warmest I’ve ever experienced. Blue skies, sun, and crazy vibrant Autumn colours. My Boston colleagues had told me fall is one of the best times to visit, and hey, they definitely weren’t wrong.

Frankie, my wife, and I had been to Boston once before in 2020, but the pandemic quickly cut that trip short. We had to leave without really seeing very much of the city, and everything shutting down around us. This time, however, was different, and it certainly delivered ten-fold. Boston has easily climbed to the top of our list of favorite cities, it has amazing history, rich culture, fantastic food, and incredibly friendly people.

Wanderlust

We usually skip the typical tourist attractions, preferring to wander and find hidden gems. Boston’s charm lies in its character—around every corner, there’s something new to see without it trying too hard to grab your attention. Whether we were climbing Bunker Hill, catching a boat on the Mystic River, or trying pizza near Hanover Street, it really felt like a big city with the charm of a small town.

Of course, Boston has its iconic sports culture and flashy lights, but what we loved most were the small quirks—like the funny voice that says “wait” at traffic lights.

Another important part of our trip was visiting New York to see the 9/11 Memorial. I remember passing by the same spot in 1996 when my brother drove us from JFK to Scranton. This time though, I didn’t want a picture; it was about quiet reflection, and a reminder of the importance of making a difference in life. Our company’s vision might adapt, but I’m starting to understand what it means to be “defiantly human.” For me, it’s about striving to make a positive impact and that stood out as a reminder that we all have a chance to do that.

People

Meeting the friendly people in the Boston office was by far the highlight. Putting faces to names is invaluable, and I think the more people get the chance to do this, the more our multiple offices will feel like one. Conversations flow much easier when you have a face to talk to and I’m sure it will be easier when you have a face to put with that random slack or email. An extra bonus was working on a U.S. project while there, and I’d encourage anyone visiting another office to get involved in a project no matter how big or small.

Kudos to everyone who organized the apartment—it was truly the icing on the cake. It felt like a home away from home, with everything we needed for the month. Having a local food market nearby kept us from overspending on eating out every night, as tempting as that was! Standing on the roof deck, gazing at the twinkling lights, gave me a sense of calm in this bustling city. It made me feel very small, but also reminded me of the huge world out there and the chance we all have to make a difference.

Some of the highlights included meeting everyone in the office (including Carl and Beau the dogs), a surprise visit from Cape Cod relatives, river walks by Charlestown, Halloween pumpkins, finding the famous Good Will Hunting bench, the view from the top of the Prudential Tower, the beautiful Beacon Hill, the New England Aquarium, Fenway Park, the Hatch Awards, iconic New York sights, and, of course, lots of cold brew coffee.

Thank You

I honestly wish I could have Boston on-tap every day—but thankfully, I still have access to some of its people through our Boston office. This was an experience I’ll carry with me for a lifetime, and I’m so grateful for the opportunity given to me.

Ronan

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October 30, 2024 / Thought Leadership

Exploring the Chief Family Health Officer

Why She Holds the Key to Your Benefits Plan’s Success

Women are increasingly leading the charge in health decisions, from managing doctor’s appointments to making choices that affect their family’s overall well-being. As this year’s enrollment season kicks off, we’re taking a look at these women, who serve as the Chief Family Health Officer (CFHO) – the powerhouse behind the success of your benefits plan.

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October 25, 2024 / Thought Leadership

CP Wins Big at Hatch Awards

Sam Coons, Copywriter

Last Thursday, I joined a handful of CPers who attended the 63rd annual Hatch Awards, hosted at Big Night Live. Connelly Partners had a great showing, taking home a collection of 15 awards, including 5 Golds. But just as important, we took home a few insights on the common threads amongst the winning work.

The main takeaway wasn’t a huge surprise this year. Consumers just want to have fun. But not just any fun. Simple fun. The overwhelming majority of winning work had not only that ever-important “big idea” to it, but nothing felt like it was beaten to death by committee. Work ranging from clients like Progressive, to Bowery Farms, to Valvoline were all as easy to laugh at as they were to digest. And while we always look to move people emotionally in our work, we just can’t forget that bringing a little levity to someone’s day by making them chuckle at a silly joke or gasp at an incredible visual is still doing exactly that.

Our own winning work this year understood this, with simple, fun campaigns for clients like Boston Pride for the People, 123.ie, and Kayem. We couldn’t be more pumped for these wins!

As we shuffled out of the venue to celebrate before shifting into full gear for 2025, two words were repeated amongst us as an unofficial mantra for the year ahead. “Do less.” You just might win more that way.

Check out our winning work:

Boston Pride for the People
123.ie
Kayem
V foundation

Find the full list of winners here.

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October 16, 2024 / CPOVs

CP Abroad With Mia Harvey

Mia Harvey, Brand Supervisor

couple standing by a stone wall After seeing so many of my colleagues have such amazing experiences on the CP Abroad program, I decided to take the leap and do the same! While I was incredibly fortunate to have friends and family visit me in Dublin, I spent a large chunk of my time alone, during which I cherished the moments with one of my greatest passions: reading.

Coincidentally, some of my favorite books are set in Dublin and Ireland, including Sally Rooney’s Normal People and Paul Murray’s The Bee Sting. This provided the perfect excuse to revisit these beloved stories. As I settled into my working life, I found myself wandering the city each morning, tracing the footsteps of my favorite characters.

forest castle My explorations led me to the picturesque Trinity College, the charming Hodges Figgis bookstore, and, of course, the iconic River Liffey. Dublin is a city steeped in literary history, where the words of great authors resonate through its streets. I discovered more about the writers I admired, as well as those I hadn’t yet explored. I found myself at some of Dublin’s literary landmarks, such as Oscar Wilde’s statue in Merrion Square and his birthplace on Westland Row, and marveled at Trinity’s Long Room, feeling the weight of literary legacy all around me.

Alongside my favorites, I read James Joyce’s Dubliners, which immortalizes the essence of early 20th-century Dublin. As I walked through Temple Bar or along the Grand Canal, Joyce’s vivid depictions transformed my view of the city, revealing layers I hadn’t noticed before. During my last week in Dublin, Rooney’s latest release, Intermezzo, was published, allowing me to conclude my literary journey with one of my favorite authors, tying a perfect bow on my Dublin experience.

two swans by a pond In addition to my reading adventures, I thoroughly enjoyed meeting new people at the Dublin office. My colleagues were not just coworkers; they were enthusiastic storytellers with their own insights into the city. Over coffee breaks and lunchtime chats, we exchanged recommendations for local spots. Their perspectives added depth to my understanding of Dublin, making the city feel even more vibrant.

By the time I arrived at the office each morning, I felt as if I had stepped into each story, becoming a character in my own narrative. Immersed in this vibrant city and enriched by the people I met in the Dublin office, I realized I was writing my own chapter in the ongoing tale of Dublin—a story inspired by the voices that came before me and the new connections I had made along the way. irish bar

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October 10, 2024 / News

Marketing.ie: Connelly’s 123.ie Wins Gold at Sharks

We just picked up gold for our 123.ie ‘Handbrake’ commercial at the Sharks festival in Kinsale. The TV commercial takes a light-hearted approach to not letting insurance worries preoccupy people, to the extent that you forget to put the handbrake on the car when parked on a steep hill. The soundtrack, Simple Minds’ ‘Don’t You (Forget About Me)’ further emphasises the point.

An Overview of Google’s AI Overview

Scott Freeman, SEO Manager
Anthony Quagliata, Paid Search Manager

Google’s AI Overview feature has drawn quite a reaction from the world of organic and paid search experts, but is it an innovative step forward, or is it simply Google trying to stay afloat in the fast-evolving AI race? As this feature continues to roll out across search results, many wonder if it’s a game changer or just hype.

What Exactly Is Google’s AI Overview?

In a nutshell, the AI Overview feature generates a succinct summary based on AI’s understanding of your search query. Instead of having users click through multiple search results, they are presented with a synthesized snapshot of relevant information at the very top of their search, theoretically offering faster and more accurate answers. Google touts it as a way to enhance user experience, making search more intuitive and less time-consuming.

How Often Is the AI Overview Showing Up in Search?

Many are curious how often they’ll encounter these AI Overviews, and research shows they now appear in 3.9% of trending news searches — a relatively small, but growing percentage. The potential for expansion is huge, though, as the feature is still being tested and improved. For example, some reports show that Google AI Overview results have been showing up in 80% of searches for high-profile news events, signaling that the tech giant is serious about this AI integration.

How Does This Impact SEO?

The real elephant in the room is how this new feature affects SEO. Will it boost traffic to your site or steal it away? The answer is complicated and murky. On one side, AI Overviews give users faster answers, potentially leading to lower click-through rates (CTR) for organic results. Some SEO experts are already sounding alarms, saying AI summaries could reduce visibility for traditional SEO and that organic results may be less prioritized. Initial tests have shown the AI Overview could lead to organic traffic decreases anywhere from 18-64% for some websites, especially for informational-type queries.

On the other hand, some SEOs see this as an opportunity. For example, content optimization for AI-driven summaries might become the next big thing, with SEO professionals looking to adjust their tactics. If AI Overviews are prioritizing concise, well-structured content, there’s room to optimize accordingly and stay relevant. With detailed analytics reporting, SEOs can gather relevant information on user behavior and engagement within the search engine results page itself. With that insight, SEOs can begin to hone their strategies and use the AI Overview to their advantage.

How Does This Impact Paid Search?

Google’s AI Overview has already impacted paid search results in ways that are hard to ignore. As consumers have begun exploring this feature, there has been a significant rise in search traffic on Google. However, much like organic, a decline in paid search click-through rate has been observed since most people need to click through to ad listings rather than explore the summary the AI Overview provides.

Another notable finding is a year-over-year rise in CPC (cost per click) as click volume has declined for advertisers. While CPC increases can also be linked to increased ad prices for companies to meet targets, it is hard to imagine they will come back down as Google continues to alter where ads show around the AI Overview. Considering they’ve talked about returning top placements above the Overview, it likely signals that CPC will continue to rise. Also, as recent as the beginning of October 2024, ads were introduced into AI Overview for mobile users and will likely become an increasingly competitive placement for competitors.

What’s Next for AI in Search?

So, is this indeed the future of search? Google is banking on AI, but whether the feature is here to stay depends on how it adapts to user behavior. With 57% of users reporting positive experiences with AI in search results, the technology seems to be resonating with many. But at the same time, only 23% of users say they fully trust AI-generated results, leaving a lot of room for growth — and skepticism.

At the end of the day, Google’s AI Overview feature has the potential to reshape how we search and how marketing professionals do their jobs, but it’s still too early to tell if it will revolutionize the experience or simply be a flash in the pan. As AI continues to evolve, monitoring how these changes impact SEO, paid search, user trust, and the broader digital landscape is crucial.

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October 8, 2024 / News

Kinsale Sharks: ‘Handbrake’ Wins Gold

We won gold at the 2024 Kinsale Sharks in the Advertising Film category. Our ‘Handbrake’ commercial for 123.ie takes a light-hearted approach to easing insurance worries

The Kinsale Sharks are Ireland’s most prestigious advertising award festival, and this win marks CP’s first gold.

“It’s a real testament to the team [in Dublin] and in Boston. A glass will be raised here and a little later over in the States,” shared Vaunnie McDermott, Managing Director of CP Dublin.

CP Abroad With Joshua Cook

Joshua Cook, Digital and Social Media Manager

Shipping Up To Boston?

Since joining Connelly Partners 18 months ago, I have been inundated with tales of Boston and the CP Abroad Programme. From Italian restaurants in the North End to sunsets on the apartment roof terrace, if someone in the company has had the opportunity to visit Boston, you won’t need to ask twice before they tell you all about it as you settle down for lunch. This ensures that you spend the rest of your day quietly dreaming of jetting off yourself at some point and experiencing all that the programme has to offer.

I’d never been to America, I’ve hardly left Europe, in all honesty. So, a month spent alone on the opposite side of the Atlantic, engulfed in a culture that is so different to the one I know and have spent my life a part of, was daunting to say the least. I was anxious, nervous and a host of different emotions all rolled into one as my departure date drew ever closer. But, ultimately, I was ready to grab the opportunity with both hands and make the most of it in as many ways possible.

Highlights

Connelly Partners couldn’t be more helpful in ensuring that you feel comfortable in the weeks leading up to your trip. About a week before I set off, I was put into contact with my ‘Buddy’ who had also spent quite a bit of time in the Dublin office. I was assured (or warned?) he would be a perfect match for myself. He wasted no time and organised to meet up on my first full day in Boston, he introduced me to some of his friends, included me in a Whatsapp group and even brought me along to take part in a NFL Fantasy Draft. For a man who had never even seen an American Football match, it was quite the introduction. Nevertheless, I bluffed my way through and this set the tone for the month that was to come in the Land of the Free.

I met up frequently with so many in the Boston office at various events, which ultimately culminated in the CP 25th Anniversary Party on my penultimate night. As a huge sports fan, highlights of my trip included Fenway Park to watch the Red Sox and eat hot dogs (I had two and could have done more), catching a Bruins game at the famous TD Garden and soaking up the atmosphere in the city’s bars as the Patriots kicked off their season.

It wasn’t all sports though, as I spent a weekend in New York like the tourist I am. I wandered around for 3 days in awe at the city I feel so familiar with from popular culture, yet I couldn’t quite get my head around, as a man from a small East Lancashire town in North West England. It was vast, it is never ending, it was truly mesmerising.

That being said, Boston was certainly more at my pace and I loved spending the evenings wandering around and taking in some of the famous monuments that surround the city centre. Oh, and don’t forget Modern Pastry Shop, truly the GOAT Bakery in Boston. But, please don’t tell Mike I said that.

Defiantly Human

There are too many people to individually thank for the great time I had on my trip. The only thing I can say is that the people I spent my time with really couldn’t have treated me in a more welcoming way, and I thank Connelly Partners for the fantastic opportunity given to me. I now look forward to being that person waxing lyrical around the lunch table and encouraging others to get over to Boston as quickly as possible.

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October 1, 2024 / Thought Leadership

The Cookie Convos Continue

Erin Mullaney, Media Director

I recently participated in a lively discussion with buy-side and sell-side ad executives to dive into the latest thinking around targeting, measurement, and—of course—cookies. While these conversations can sometimes get technical, here are 4 straightforward takeaways for marketers navigating this landscape:

Remember the Root Concern

It’s not just about the third-party cookie as a method for collecting and using data on internet users, but about the act of data collection itself. The issue of unclear consent and privacy won’t disappear with the cookie, which makes building trust and transparency with consumers while still effectively advertising the real challenge. At its core, 1:1 deterministic targeting and tracking, regardless of the method, is what fuels privacy concerns. While there are many alternatives to third-party cookies, some are just fixes for targeting and measurement, while others aim to solve the underlying issue. The latter are likely to be more sustainable as privacy regulations evolve.

Wait, I Thought Google Said the Third-Party Cookie Wasn’t Going Away?

Google decided it wouldn’t proactively phase out cookies but would instead allow consumers to choose whether they want to be tracked. This mirrors Apple’s rollout of iOS 14.5 and App Tracking Transparency (ATT) in 2021, where users were prompted to decide if they wanted apps to track them. At that time, 96% of iOS users opted out. Today, that opt-in rate has climbed to about 24%, as people grow more accustomed to these types of prompts. While Google is putting the decision in the hands of consumers, if the prompt is as direct as Apple’s, we can expect most users to opt out. This means third-party cookie alternatives are still very much in demand. (Source: Adjust)

Exploring the Alternatives

At CP, we categorize targeting and measurement approaches into two groups: Hyper-Targeted and Privacy-First.

Hyper-Targeted solutions are the easiest alternatives to third-party cookies because they preserve 1:1 deterministic targeting and measurement, making them compatible with current ad tech. This group includes identifiers like IP addresses, device IDs, universal/alternative IDs, and data matching methods like identity graphs and cleanrooms. Measurement alternatives here include server-to-server tracking. Although these solutions are often considered “more accurate than third-party cookies,” they may still face future regulatory scrutiny, as they don’t fully address the root privacy concern. Even if the data is anonymized, it’s still being collected, leveraged, and in some cases, linked to personally identifiable information like names and emails.

Privacy-First alternatives, on the other hand, break away from 1:1 attribution. The key difference here is using “unattached” data in targeting, measurement, or both, to avoid tracking individual consumers across their entire journey. For targeting, this could mean probabilistic targeting via survey-based, contextual, or cohort methodology. On the measurement side, it could involve aggregated or modeled results, as well as brand lift studies, test & learns, and media mix modeling. These solutions, specifically on the targeting side, are less widely adopted and often perceived as less effective, but it’s critical to test them as the landscape continues to evolve. At CP, we’ve seen some promising early results with these alternatives, even outperforming hyper-targeted methods in certain cases. We believe AI will further improve the ability to leverage unattached data signals to drive results.

Where Does First-Party Data Fit Into All This?

The role of first-party data largely depends on your business model. Knowing your customer will always benefit your marketing efforts, but building a robust first-party data strategy requires transparency and incentivizing consumers to share their information. For some brands, there’s an immediate value exchange—like providing an email to unlock content behind a publisher paywall. For others, data is collected post-purchase, which is less helpful for prospecting. Ideally, you can use first-party data as a seed list to reach similar audiences, but privacy-first alternatives may also limit the effectiveness of lookalikes. Thinking strategically about how you collect and utilize first-party data is essential to determining its value for your business.

Conclusion

The ad industry’s focus has shifted from simply finding alternatives to third-party cookies to addressing the bigger picture: consumer privacy. While hyper-targeted solutions continue to dominate, privacy-first approaches are gaining traction, and their relevance will only grow as regulations tighten. As brands and advertisers, it’s crucial to stay ahead by testing a variety of strategies and ensuring that your approach to data is both transparent and adaptable to the evolving landscape. The future of targeting and measurement lies in balancing effectiveness with privacy, and those who can master this will be well-positioned for success.

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