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©Connelly Partners. The Defiantly Human Agency.
©Connelly Partners. The Defiantly Human Agency.
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September 27, 2022 / News
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Eoin Welsh has been appointed creative director of independent creative agency Connelly Partners Dublin. He is part of the Boston-based group’s global creative team, led by chief creative officer Alyssa Toro. A native of Dublin, Welsh has worked in South Africa for the last 30 years at Ogilvy, TBWA and Havas Worldwide where he was chief creative officer.
Read more in marketing.ie here.
September 27, 2022 / News
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We’re thrilled to welcome Eoin Welsh as Creative Director of Connelly Partners Dublin. He will drive the agency’s ongoing vision of becoming one of Dublin’s most highly-regarded creative agencies, with particular focus on work inspired by genuine human insights. Eoin is part of the Global Creative Opportunity Team, led by Chief Creative Officer Alyssa Toro, to support global integration and creative ideation for clients across offices.
Born in Dublin, Eoin has worked in South Africa for the last 30 years for advertising agencies such as Ogilvy, TBWA and Havas Worldwide where he was their Chief Creative Officer. A recipient of Cannes Lions, Loerie and AMASA Media awards, Eoin has also served on a number of international juries including Cannes Lions and The New York Festivals.
Speaking on the appointment, Steve Connelly commented: “Eoin is a rockstar hire for us. It’s not just his creative work and credentials which are impressive, he totally embraces our ‘Defiantly Human’ approach and ego-free culture. He’s all about creating empathy over entertainment, and building deep lasting connections for his clients with their customers. We did a global search and found one of the very best in the world. Eoin will be an amazing asset and resource for our clients in Dublin, Boston, and around the world. I am excited to work with him.”
Eoin Welsh added: “It’s great to join the team here at Connelly Partners. The ad industry in Ireland is buzzing and energised and the chance to become part of it proved irresistible. Connelly Partners’ “Defiantly Human” ethos was also a major drawcard. Regardless of all the latest industry developments, we should never lose sight of the fact that we are people talking to people. People feel – that’s what defines us. So we use everything at our disposal to help us master the art of making people think and feel.”
Eoin’s announcement reinforces Connelly Partners’ integration between global offices. As part of this work, Vaunnie McDermott has taken on the role of Managing Director in Dublin, while Mary McMahon and Ronan Doyle have taken on roles for the Connelly Partners global network as Group Strategy Director and Global Art Director, respectively.
Connelly Partners has also recently joined forces with the award-winning digital agency, ZOO Digital which together won the recent pitch for The V Foundation for Cancer Research, one of the leading cancer foundations in America.
In the coming months, we will be further enhancing our offering to the Irish market by launching a more enhanced media and analytics offering to clients and will be expanding CP Health to Dublin.
August 31, 2022 / News
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Coverage of CP’s Abroad Program was featured in the Boston Business Journal article covering unique employee perks. In the piece, our own Dana Wantman, senior partner, chief client and integration officer, explains the program and the opportunities to recruit and retain the best talent while also giving CPers a diverse perspective. Read the full article here.
August 25, 2022 / News
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We’re one of the largest advertising agencies in Massachusetts! The Boston Business Journal published its list of the top 25 agencies in the state – and Connelly Partners landed in the top ten. Check out the full list of agencies here.
August 17, 2022 / Thought Leadership
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JoAnne Borselli, Group Brand Director
Lately, when it comes to disruptions in the airline industry, the headlines speak for themselves. “More than 2,000 flight delays last Monday.” “American Airlines cancels 31,000 flights from its November schedule.” And recently: “JetBlue and Spirit Airlines Announce Merger Plan.” According to earnings reports, airlines are losing billions right now. Why would an airline choose now to buy another airline? And what does JetBlue need to do to come out of this on top?
By purchasing Spirit Airlines, JetBlue would become the nation’s fifth-largest airline, with a share of more than 10 percent of the market (behind United, Delta, American and Southwest). In addition to solidifying its presence in its existing markets, the deal would also open more routes in Las Vegas, Dallas, Houston, Chicago, Detroit, Atlanta and Miami.
While there are a lot of potential benefits to JetBlue by merging, they’ll still have four hefty airline players in front of them. How do you win when you’re starting in fifth place?
Now more than ever, JetBlue needs to embrace the brand attributes that got it here in the first place: by being the most “human” of all the airlines out there. Anyone who travels even a little these days knows how impersonal the entire process has become. You’re being scolded in security like a child. Boarding takes forever. You’re squashed like sardines next to total strangers in seats built for a pre-teen. JetBlue alone can’t change the entire industry, so go ahead and poke fun at it. Have some fun. Everyone knows the problems with flying right now. Don’t hide from them or pretend they don’t exist. Embrace them and laugh at the situation. The other airlines are too “corporate” to do that and their brands are too “vanilla” to be willing to take risks in messaging. Your customers will appreciate the honesty and would enjoy some laughs for a change.
During the typical airport experience, by the time you get where you’re going, you’re a shell of a human being. So when someone talks to you like a real person, it stands out. Service that includes a solid dash of humanity. Flight attendants that (usually) enjoy their jobs. Pilots that talk to you like a peer instead of a number. They are your walking billboards. From restaurants to retail, good employees are worth gold right now—so treat them that way. It all makes the difference that will create loyalty from customers in a world where loyalty no longer exists.
Every airline is charging for every small detail right now. Seat choices, luggage, food. If you have to play that game to compete, fine. But look for small things that you can do that don’t cost a lot but mean a lot. You know when my birthday is—it was in my reservations when I booked. On my birthday, shoot me a note with a $50 credit toward my next flight. And don’t make me join your loyalty program to get that. If you treat me right, I’ll likely join your loyalty program anyway. Give employees the power to do whatever they think to make me happy on my next flight. A quietly complimentary beer given to the guy who’s sitting behind the crying baby will be a story he will tell to everyone once he gets off the flight.
At this point, there are many miles (and legal hearings and union meetings) to go before this merger is confirmed. And many in the industry think it won’t happen. If it DOES happen, JetBlue has the opportunity to differentiate itself from the “big four” on a much bigger playing field than it was playing on before. And maybe even break into the top four. As a brand, it already has the ingredients. It’s just time to dial them up more than ever before.
August 16, 2022 / CPOVs
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CP’s 2022 Summer Interns
This summer, we had a group of rockstar interns at CP. From helping launch a new global agency program to assisting with influencer campaigns and much more, these five new CPers got a taste of the fast-moving world of advertising. Before they head back to school, we asked them a few questions to reflect on their time here. Read all about their experiences below.
One thing that continues to surprise me about Connelly Partners is the amazing collaboration that goes on between all departments. I was given the opportunity to meet with many different people and was amazed at how everything connects and comes together to bring Connelly Partners success. I am extremely grateful the CP employees were kind enough with their busy schedules to spend time with me and teach me about their specific roles within the agency.
I think that the most exciting thing about the industry is new business. I was able to see a side of advertising that I never really knew or thought about. I enjoyed seeing the dedication and passion CP employees put into winning clients.
My favorite project that I worked on was the launch of CP Abroad. It was fun to be behind the scenes of a new endeavor and help figure out how CP could use an experience like this to benefit the employees and all the offices as a whole.
What excites me the most about the world of advertising is how it is constantly moving and changing. As someone who prefers to work on many different things and switch up the tasks I have, I appreciate how advertising allows me the opportunity to try various things and see what I like the best. Being in the CP office all summer, I have been exposed to the intricacies of different departments, which makes me excited to eventually be able to live and learn through them in my career.
During my internship, I was very surprised at how the interns are included in everything. I was allowed to see what life at CP is really like by being involved in all meetings, events, and activities.
The top highlight of my internship was playing on the softball team. I had such a great time getting to know so many CPers, and doing this helped me to truly understand the culture of the company.
I also loved seeing all of the dogs in the office on Waggin’ Wednesdays. This was the best on national hot dog day when the dogs wore the hot dog bandana’s and played with the hot dog toys.
I’ve learned more than I ever could’ve hoped – how to build media lists, how to run an influencer campaign from start to finish, community management skills, planning social calendars, influencer scouting, the list goes on!
My fellow teammates have been nothing but supportive and helpful to me since I started at CP last January. They’re all so smart and creative, and make coming to work fun. I couldn’t think of a better group of people to learn from!
I have loved running influencer campaigns for our clients Gorton’s, Kayem and al fresco. Understanding the behind the scenes and watching campaigns come to life from start to finish has been such an awesome learning experience. Something that excites me most about the world of advertising is the ability for me to use my creativity and experience the reward of my work helping others.
During my time at CP, I learned that it takes hard work and dedication to actualize any idea or project. Things don’t happen with a snap of a finger.
I was given the opportunity to implement my own ideas and concepts into the company. It was amazing to be respected as a creative thinker and to have the chance to collaborate with my other employees was a very immersive and involved experience.
The most exciting element of advertising is that what’s considered good, is always changing. There is never a right way to promote anything and it takes creative thinkers to expand the capabilities of advertising.
July 20, 2022 / News
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We have been selected, along with our friends at ZOO Digital, by the V Foundation for Cancer Research to redesign and launch their signature website.
The V Foundation’s mission is to fund game-changing research and all-star scientists to accelerate victory over cancer and save lives. Founded in 1993 by ESPN and legendary coach Jim Valvano, the V Foundation has aggressive growth goals with a target of tripling its fundraising over the next 10 years, increasing the amount it grants to bold, game-changing cancer research. Because of an endowment, 100% of direct donations to the V Foundation go to funding research grants. A more intuitive and functional website and integrated digital strategy are important elements needed to grow relationships with existing donors, reach new audiences, and ultimately reach this goal.
“The V Foundation believes the fight against cancer is a winnable one, and the only way towards advancements over this disease is through research. It is our mission and passion to support integral research efforts, tell stories of victory over cancer, and use our unique and powerful platform within the sports world to invite more people to contribute in a meaningful way,” said Jonathan Karron, V Foundation Chief Marketing Officer. “Our website is critical to our efforts, and the collective Connelly team impressed us with their understanding of our mission, our digital needs and requisite skill sets. We are so excited to see the final product launch later this year.”
“This is an incredibly important opportunity to make a difference in the world by helping the V Foundation amplify its mission, and we at Connelly Partners are dedicated to helping the lives of those in need whenever we can,” said Steve Connelly. “I remember watching Jimmy V’s speech in real time almost 30 years ago. It made me tear up then and still does to this day. Every person on this planet should watch that speech.”
Months after his signature speech at The ESPYS, Coach Valvano passed away from cancer. But his now famous line “Don’t Give Up . . . Don’t Ever Give Up!”® and his plea for all of us to laugh, cry and think every day has connected with people for the past 29 years. We will maintain that feeling throughout the rebuild process, ensuring the V Foundation stays true to its roots while evolving through more visual and impactful storytelling, an improved mobile-first user experience, and strong SEO infrastructure and strategy.
Press Coverage:
July 14, 2022 / Thought Leadership
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Alyssa Stevens, Director of Public Relations and Social Media
Set in the beautiful South of France, the Cannes Lions International Festival of Creativity is one of my favorite industry events to attend. While the Côte d’Azur is certainly a magnificent destination to visit, the speakers, content, and networking opportunities that this conference brings are also unmatched. Due to the pandemic, 2019 was the last time that Cannes Lions was hosted in person and judging by the undeniable energy of attendees and the all-star lineup of speakers, it was clear that I wasn’t the only one who was thrilled to be back!
This year’s visit marked my third time attending Cannes Lions, and as I reflect on all of the sessions and conversations, there are several recurring themes and topics that were woven throughout the conference. As marketers, especially those of us who specialize in the social media and influencer marketing industries, the future is bright. With Web 3 continuing to gain traction, TikTok dominating the social media landscape, and social commerce riding the coattails of ecommerce, I couldn’t be more energized by my experience at Cannes Lions.
While I wish I could have teleported you to the Mediterranean to soak up the knowledge and trends that Cannes Lions imparted, the next best thing is sharing a few of the key takeaways from my time on the Croisette…
Consumers are becoming more and more discerning about the brands they want to align themselves with, and as a result, we’re seeing a shift in how brands are approaching innovation. In a “CMOs in the Spotlight” series featuring chief marketing officers from L’Oreal, The Lego Group, and Marriott International, the focus was on how today’s shopper wants quality services/products that also help to change the world and the effect that mindset has on a brand’s internal innovation process. Brand purpose is more important than ever before, but those efforts and innovation have to start within the company before trickling down to the consumer level. Consumers want to feel like they are part of a solution when they invest in a product or service, and in turn, brands are working harder than ever before to use creativity and innovation to drive progress. This shift in the consumer mindset will continue to evolve, so it’s up to marketers to decide what their brand stands for and how that affects their upcoming initiatives and launches. It’s not just about what a brand says they do, it’s about what they actually do and how consumers can get involved with it.
When influencers first became a thing, it was all about visually pleasing photos and perfectly curated feeds, but as the industry grows and more global brands invest significant budgets towards influencer marketing, we’re beginning to see a shift in both brand and consumer expectations around influencer content. During a session led by content creator @AlexisRen and the VP of Marketing and Communications (Americas) at Burberry, the idea of influencers building a community for a brand vs. just posting photos was a main theme. Influencers are held to a high standard by their followers to share authentic content because their audience craves a story around the products/experience that they post instead of just seeing a nice image. Brands can help influencers build audience trust by truly collaborating with them instead of just renting their ad space and reach. Influencer 3.0 is expected to place a higher emphasis on the “substance equation,” encouraging influencers and brands to create collaborations built around reliability, passion, humility, and vulnerability. These are the type of influencer programs that are expected to best resonate with today’s consumer.
Brands are realizing that as consumer attention spans shrink, they need to maximize the time they have with shoppers and meet them where they are…and that’s on social media. 81% of shoppers were already using social media to discover brands/research experiences before the pandemic and now the customer journey has been shortened, allowing them to convert directly from social. With social media platforms evolving their shopping capabilities, we will see more brands play in this space and put additional marketing dollars into converting consumers directly from social. In a session led by WARC, the speakers acknowledged that while social commerce is exciting, it also puts a larger onus on the brand to make their social media and influencer collaborations compelling enough to entice consumers to click through to purchase within moments of seeing their product/service. As a consumer, I’ve personally done this and love the ease and instant gratification of the transaction, but as a marketer, I feel the increased pressure to ensure that my clients’ social presence is working as hard as it can to resonate with its target social media audience.
NFTs…a topic that everyone wants to discuss, but one that most people don’t know much about. According to executives from Vayner Media, NFTs are here to stay, and in order for brands to maintain cultural relevance, they need to begin evaluating a strategy. Right now, the majority of consumers are looking to buy NFTs for four main reasons: status, participation, trading, and collecting. But as this matures, it’s anticipated that NFTs will become less about collectibility and more about utility. Brands who want to join the fold as early adopters can mint NFTs that provide utility for consumers. For example, NFTs can offer access to an experience, build upon a brand’s loyalty program, showcase innovation, and give back to philanthropic causes. While only 0.09% of internet users currently have NFTs, it’s expected that this number will increase significantly over the next 12 to 24 months, and as a result, we’ll see price stabilization and the utility aspect of NFTs beating the collectibility.
July 12, 2022 / News
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President and copywriter, Steve Connelly, spoke with Campaign US on the importance of being a bold leader. In times of uncertainty, this is especially important. The best leaders are not afraid to take risks and make wrong decisions. Connelly leaves this important message, “Make decisions. Follow your gut and your experience. Don’t just stand there paralyzed by the prospect of being wrong.”
Read the full piece here.
July 11, 2022 / News
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Sr. Partner and Chief Client and Integration Officer, Dana Wantman, recently sat down with AdAge to talk about CP’s new Abroad Program. Unveiled earlier this month, the program allows employees to relocate for up to three months to one of the agency’s three locations. While there, participants will be part of the community. They’ll meet locals and clients and form relationships that would not be possible during a vacation. They will be fully immersed in that country’s culture and bring Connelly Partner offices closer together as a result.
Read the full AdAge interview here.
