September 30, 2024 / News

CoStar: Shift focus on your hotel’s digital spend and marketing mindset

Chief Digital Officer Scott Savitt shared his thoughts with CoStar about the need for hoteliers to carefully assess digital marketing spend during budget planning. With many platforms available, it’s easy to spread resources thin without seeing real returns. Fear of missing out often drives investments in channels like social media and influencer marketing, but the key question is: Are they delivering results?

Read more here.

September 26, 2024 / Thought Leadership

Navigating the Future of Programmatic Advertising

Kim Mazejka, Senior Media Planner
Lee Junkin, Programmatic Media Supervisor

We recently attended StackAdapt’s StackDay conference in Chicago, where we had the opportunity to dive deeper into not only StackAdapt’s current and upcoming features, but also the programmatic landscape as a whole. Here are our top learnings and insights from the conference:

Programmatic ad spend is growing rapidly, driven by increased demand for connected TV, Retail Media Networks, and digital out-of-home.
  • Connected TV (CTV) is growing at the same pace that Linear TV is declining. eMarketer predicts that by 2028, spend will be even between the two before CTV takes over in dominance. The downside is that there is a current ceiling on CTV inventory due to lighter ad loads and a larger share of ad free viewers, which will lead to an inventory shrinkage. 
  • Retail Media Networks (RMNs) are growing at a faster rate than traditional search, which has seen its spend peak. StackAdapt is beginning to explore the integration of RMNs into their platform in order to create more seamless omnichannel integration. However, this will likely be a long roadmap as most RMNs are hesitant to join the open marketplace despite it being a large source of growth. 
  • OOH is the only medium that is growing yearly, with digital out-of-home (DOOH) being the main driver. Running DOOH through a DSP can create a feedback loop to further fuel retargeting audiences and provide measurement opportunities to prove effectiveness of this once unmeasurable channel. 
Users will accept personalization in exchange for handing over their data. 
  • Less than 1 in 5 users always accept cookies when given the choice, and only 26% of Apple users are opting into being tracked across sites when prompted. 
  • Despite not wanting to opt in to tracking, 72% of consumers report they would only engage with a personalized ad. If they know that their purchase history information will be used for these personalized ads, they will approve being tracked. 
  • This decrease in device data will likely lead to PMPs and programmatic direct buys increasing in popularity due to precise targeting abilities without this data. 
Choosing the right DSP can create omnichannel opportunities for better optimization and measurement. StackAdapt’s capabilities and recent evolutions include:
  • Tools to estimate incremental reach of a CTV buy against a Linear campaign to reduce duplication of efforts and reach a higher percentage of your target audience. 
  • ABM-specific reporting to measure B2B campaign performance by company, company size, seniority level, etc.
  • Ability to build in brand lift studies straight into any campaign
  • Optimize campaigns toward engagement metrics and vetted inventory to ensure ads are running in high attention spaces on premium inventory

With all of this information now in our arsenal, we sailed off into the Chicago sunset on a beautiful river cruise to cap off the trip! 

man and woman on a boat

September 25, 2024 / News

Modern Retail: 2024 Greater Good Awards Finalists Announced

Year Up has been named a finalist in the 2024 Greater Good Awards in the Employment category. These awards showcase the work being done around social causes, its impact, and ultimately those working toward the greater good.

From empowering communities through education to fostering economic equity and opportunity, these companies are committed to shaping a more inclusive, sustainable future.

Check out the full list of finalists here.

September 19, 2024 / News

Ads of the World: Gorton’s Seafood 175 Merch Store

Gorton’s Seafood is celebrating 175 years of bringing the goodness of the sea to tables across America. Known for its iconic Fisherman, nostalgic fish stick dinners, and signature yellow packaging, Gorton’s is making waves with an exclusive line of limited-edition merchandise! From t-shirts and baseball caps to crewnecks, fish stick-adorned beach towels, and playful bucket hats, there’s something for everyone.

Read more here!

September 18, 2024 / Thought Leadership

Retail Media: Full Funnel, Not Just Low Funnel

Katie Coughlin, Associate Media Director 

I recently had the opportunity to attend Digiday’s Retail Media Strategies conference in New York City, where leaders in the space dove into the rise of retail media, providing an exclusive look into its evolving role. While retail media has existed in various forms for quite some time, it has swiftly emerged as one of the most effective strategies for driving revenue and enabling brands to engage shoppers throughout their journey. 

In this blog, I’ll shed light on the importance of embracing a full-funnel approach to best position brands for success because the future of retail media is not just about quick wins – it’s about building lasting connections with consumers and creating value at every touchpoint.

Retail Media’s Expanding Role

Retail media is evolving from a low-funnel tool to a powerful, full-funnel ecosystem. No longer just banner ads buried on a retailer’s site, retail media now supports a brand’s entire customer journey – from initial awareness to post purchase engagement. This holistic strategy helps build a deeper connection with consumers at every stage, rather than focusing solely on immediate sales. By incorporating retail media throughout the funnel, brands can increase visibility and recognition from the outset. This broader exposure helps establish brand presence and credibility, making consumers more likely to consider the brand when they are ready to purchase. 

A full-funnel strategy also allows for a more personalized and seamless customer experience. Brands can tailor their messaging and offers based on where the customer is in their journey, leading to more relevant interactions and a higher likelihood of conversion. Finding opportunities to cut through the sea of sameness with placements and messaging that will resonate will ultimately differentiate the brand, capture attention more effectively, and foster a stronger connection with the customer.

This conference emphasized the need for brands to rethink and evolve their approach to retail media. While relying solely on retail media as a sales tactic can lead to short-term gains, it may not sustain growth in the long run. By shifting from a narrow low-funnel tool to a comprehensive full-funnel strategy, brands can position themselves for steady, sustainable growth by fostering customer relationships and retention over time.

September 17, 2024 / CPOVs

CP Abroad With Aimée Rose Keenan

Aimée Rose Keenan, Account Executive

woman standing on bridge overlooking new york cityWhen I first joined Connelly Partners, I was told that after a year I could apply to spend some time in the Boston office. The concept seemed so far away when I was hired, so out of the realm of anything I’d consider doing. But it’s funny how fast time goes by when you’re not thinking about it. I had such a busy year, both personally and professionally, and before I knew it, I was being encouraged by my colleagues to apply for an open spot in August. I’ve done a lot of solo travel in the past, including to the States, but I don’t think anything could have prepared me for how I’d feel spending the month in Boston. I couldn’t believe how settled and at home I felt after just one month, how kind all the people were, how easy the city was to get around and just how comfortable I would feel.

There’s something really incredible about travelling by yourself. It forces you outside of your comfort zone, makes you try new things, meet people, and go different places. I don’t think I regret a single thing I did while I was in Boston, and most of it I did alone; from baseball games to a Salem visit, to museum outings and walking tours.

fenway park in boston

Having said that, I also had some wonderful experiences with friends, both old and new!

I was lucky enough to be able to go on a trip to Plymouth with some new friends from the Boston office, which was perhaps the most relaxing weekend I had in August. And yes, I was brought to see the rock. I felt so grateful in getting to know the Boston team, everyone made me feel so welcome! I had a blast on the Brand Team outing, and even learned how to play a new sport: pickleball. some might even call it the fastest-growing sport in America… although I’m still convinced that everyone went extra easy on me.

plymouth bay massachusetts

I also had an incredible time in New York City with one of my friends from Dublin, far from the calming beaches of Plymouth. Comedy shows, jazz bars and thrift shopping made for a totally unique experience in and of itself!

To anyone feeling apprehensive about embarking on the CP Abroad Program or any new adventure, my advice is to do it anyway! It is such a wonderful and unique experience, and can teach you so much about who you are as a person and what you’re capable of, whether that’s on a personal or professional level. I can say for sure that I will absolutely be returning to Boston at some point in the future.

nighttime view of the empire state building in nyc

September 16, 2024 / Thought Leadership

Skip-Gen Travelers: Active Grandparents

An increasing number of grandparents are now engaging in Skip-Gen travel, or traveling with their grandchildren. This trend has become more common due to longer, healthier lifespans and a new approach to retirement. In this report we explore the persona of the Memory-Making Grandparent, and what we can anticipate from this travel trend moving forward.

September 13, 2024 / CPOVs

CP Abroad With Dave Kimball

Dave Kimball, Chief Growth Officer

Dublin’s Roadside Lesson: Embracing True Kindness

Spending a month in Dublin offered me more than just professional growth, I encountered an experience that reshaped my perspective on kindness and human connection. We were driving in Galway on a beautiful but narrow road when, out of nowhere, a flat tire struck. Unfortunately, I had no spare in the car, and my family and I were stranded. What followed was a vivid lesson in the essence of genuine kindness.

As I stood by the roadside, every single passing car offered assistance except for one – which would have been me if roles were reversed, so no judgment there. But what stood out was the sincerity of their offers to help – each driver proposed to take me to a garage or help call for assistance. These small, authentic acts of kindness made me more trusting than I normally would be. So I accepted one of their offers (very unlike me), and had them bring my family to the intended destination (why have all of us sitting around when they could still have some fun).

Three hours later, when I reunited with my family, I discovered something remarkable. As my wife checked in with the service manager to collect our reserved tickets and mentioned that I couldn’t join due to the car trouble, the manager’s expression changed dramatically. He confessed that he was the driver who hadn’t stopped to help. Overwhelmed with regret, he showered her with apologies, explaining that he had been running late for work and had been carrying a heavy burden of remorse ever since. People from Ireland are just flat out nicer than Bostonians (no real surprise I guess).

This experience underscored a powerful lesson: kindness isn’t just about grand gestures; it’s about being considerate and caring, even when it’s inconvenient. The authentic kindness I experienced reminded me that our everyday actions, no matter how small, can significantly impact others.

September 3, 2024 / News

Fast Company: This Fish Stick Company Just Released Some Shockingly Good Merch for Gen Z

Gorton’s Seafood is celebrating its 175th anniversary this year with a multifaceted ad campaign including TV ad spots, influencer partnerships, and a line of Gen Z-approved merch. The line includes trendy bucket hats, Andy Warhol-inspired graphic tees, tote bags, and fish stick-covered beach towels.

The merch is part of Gorton’s larger ongoing mission to reel in a younger consumer. Last year, the company rolled out a series of air-fried fish products to ride the air fryer craze, and it’s been leaning more into influencer partnerships to reach millennials and Gen Z.

A large portion of the merch is inspired by vintage Gorton’s assets, rather than modern-day memes—a strategy that still works for a younger consumer, given the current popularity of vintage and retro aesthetics. 

Read more here.

September 3, 2024 / CPOVs

From Day One to Done:
A CP Intern Recap

With summer wrapping up, we can’t help but reflect on the impact our interns have had over the past few months. From creative thinking to hands-on projects, they brought energy and enthusiasm to everything they touched. Let’s take a look at the highlights of their experience and the lessons they’re taking with them as they move forward.

Build Bonds and Grow Together

This semester, I was able to play a part in seeing two campaigns come to life from start to finish. I was involved in creating tasks and action forms, proofreading decks and prints, and ensuring all timelines and client feedback were followed. It was such a great learning experience, being able to witness the complete campaign process, and how the CP team interacts with clients throughout. 

My most valuable takeaway from this internship is to start connecting and networking with people in the office right away. There are so many different and unique people in our community that have amazing stories to share! As I move forward in my professional career, I’m committed to being persistent in building connections with everyone I meet!

Wylie MacDougall, Brand Leadership Intern
University of New Hampshire 


Discovering the Power of Culture

Being a part of CP has definitely impacted both my career and personal growth. I have had the unique opportunity to work and learn from the CP production department’s best. Working so closely and being mentored by experienced producers is a learning experience I could never gain in the classroom.

I discovered a few surprising things during my internship – the first being that the infamous CP culture truly does exist. Working here has been one of the most refreshing and inspiring experiences I’ve had when it comes to work culture. Experiencing CP’s culture firsthand has given me a new perspective on what is possible when you bring community to the workplace.

Emma Brady, Production Intern
Emerson College


Collaboration Is Key

These past few months at Connelly Partners has definitely confirmed my goal of pursuing a career in creative copywriting. I’ve had the privilege of shadowing some really talented writers and I’m thankful to be walking away with the insights and experience I gained at CP.

Collaboration is so important and there was plenty of it to be found at CP. As someone who always dreaded group projects in school, a surprising realization I had was how much I love and thrive on collaboration. I learned how valuable it is to bounce ideas off of other people, and how much it helps promote creativity. Something you think is goofy might spark something insightful in someone else. 

Shruthi Krishnan, Copywriting Intern
Emerson College


Find Your Voice

During the course of my internship, I believe that I made an impact on the teams and projects I worked on. Connelly Partners provides such a safe space to comfortably share ideas and be heard. Because of this, I was never afraid to state my opinion and help solve problems to drive projects forward. 

While at CP, I realized how much I love art directing and concepting. I have had a few projects during this internship where I was given the freedom to come up with ideas and I’ve noticed how happy and satisfied it makes me. Especially the pride I feel when I see it all coming together.

This internship has shown me what goes on behind the scenes when creating an ad. I’ve learned how many different people and roles come together to create a campaign. 

Juliana LaPorta, Art & Design Intern
The University of Alabama


The Value of Hands-on Experience

Working at Connelly Partners has helped me sharpen my career focus by providing hands-on experience in creative strategy and video production. It helped build my confidence and clarify my passion for the industry. I am grateful for all the advice I received from my manager, particularly the importance of networking.

Getting so much hands-on experience during this semester was incredible. I feel fortunate to have been able to work as the second camera on a client shoot. I am especially proud that quite a bit of footage that I shot was actually used in the final product. I also have some hands-on experience in some production projects. I was able to participate in a virtual production project, which was a thrilling experience.

Edison Gao, Video & Editing Intern
Emerson College


Learn From Your Peers

Going into college, I knew I was interested in marketing, but I wasn’t sure where in the field I fit into. Taking a media planning class in college exposed me to media as a subject, but this internship has proven to me how much media excites me and I want to continue in this field as I advance in my career. I have also gained so much confidence in myself, my ability to do challenging work, and my communication skills. 

I learned that you shouldn’t be afraid to make yourself known. Throughout the summer, I made it my goal to meet with every person on my team and at least one person in each department. At first, it was nerve-wracking to ask to take time out of someone’s busy schedule, but the more meetings I set up, the more comfortable and confident I became. It has been very rewarding to form these connections and there is so much to learn from the people around me.

Rebecca Gaffin, Media Intern
Suffolk University 


Embrace Every Opportunity 

My experience working with other interns on client projects was incredibly rewarding. We learned a lot from each other by sharing ideas, managing activities, and holding work sessions together to complete projects. 

I am thankful to have had a manager who taught me so much; like how to use some of the hottest technologies, like ChatGPT, to help me work more efficiently. She encouraged me to utilize my talents and because of this, I have been working on improving my coding skills and will be pursuing a computer science program to develop marketing applications in the future.

If I could share one piece of advice, it would be to be open to everything and work hard to achieve your goals.

Rami Huu Nguyen, Strategy Intern
UMass Boston


Fully Immerse Yourself 

I majored in film in college, so my exposure to the advertising world was limited at the start of my internship. Because of this, I was really like diving headfirst into the deep end and just seeing what happened. I was surprised how much I enjoyed the fast-paced, on-your-toes speed that the advertising industry moves at. Having to jump from project to project so quickly is a thrilling experience. 

It’s important to take in as much as you can. Sit in on more meetings, observe more of the entire process, learn more beyond your role. The more insight you have into every department, the better.

Andrew Powers, Photography & Editing Intern
American University


Take Charge of Your Experience

Working on clients that involved collaboration across several departments was a key experience during my internship. With each department bringing its own expertise, communication was crucial. Everyone proactively contributed their insights, driven by curiosity to understand the full picture. What made it work was the respect we had for each other’s perspectives, ensuring that every voice was heard. This taught me that effective teamwork hinges on both active participation and empathetic communication, which are essential for aligning diverse teams towards a common goal.

If I could go back to the start of my internship, I would advise myself to be proactive in reaching out to others and not wait for opportunities to come to me. Connelly Partners is full of experienced professionals eager to share their knowledge, and I’d remind myself to tap into that resource from day one. Moving forward, I’ll carry this lesson with me, always seeking out opportunities to learn from those around me and contributing actively.

Mia Park, Analytics Intern
Boston College