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

August 26, 2024 / Thought Leadership

Tennis Players: The New Face of Tennis Fandom

The US Open starts on Monday, August 26, 2024, and the world of tennis is buzzing with excitement. But it’s not just the tournament that’s capturing attention – tennis itself is experiencing a renaissance, transforming from a popular sport into a mega-trend that’s influencing fashion, lifestyle, and social media.

Check out the new face of tennis fandom:

August 23, 2024 / News

Martechcube: Later Launches AI-Enabled Social Listening and Enterprise Solutions

Later, a leader in social media management and influencer marketing, has launched its latest offering: an advanced social listening tool. This new product integrates the company’s efficient social media management solution with AI-powered social listening capabilities, providing  marketers with actionable social intelligence data to enhance content strategy, measure campaign effectiveness, and monitor brand health. This release marks the beginning of several upcoming announcements from Later.

Neal Malone, PR & Social Media Management Supervisor and a beta partner for Later’s social listening tool, shared his thoughts on the release. “Later’s social listening tool makes it quick and easy to monitor what people are saying about our brands. The toolset is focused on showcasing the most relevant social data and leaves out a lot of the noise that often prevents you from getting clear, actionable insights.”

Read more here.

August 21, 2024 / Thought Leadership

From TikTok to the White House: The Rise of Influencers in Political Discourse

Alyssa Stevens, Global Director of PR, Social Media & Influencer Marketing

The creator economy has officially arrived on the national stage, and if you’ve been paying attention, you’ll know that influencer and social media marketing are no longer just buzzwords. As the political landscape heats up, we’re witnessing the industry’s growing influence in ways that are impossible to ignore.

The recent inclusion of social media influencers in high-profile political events, like the Democratic National Convention and the White House’s inaugural Creator Economy Conference, marks a significant evolution in how political communication is unfolding. This isn’t just about politics recognizing the power of platforms like TikTok—it’s about the media landscape itself transforming. As the Global Director of Social Media & Influencer Marketing at Connelly Partners, I find this movement not just fascinating but vital for the future of how we engage with audiences.

Influencers, once primarily leveraged for brand awareness, are now pivotal players in the political arena. Their ability to engage with communities on a personal level makes them invaluable assets for candidates like Kamala Harris, who uses TikTok to connect with voters. The recent White House Creator Economy Conference, which gathered 100 professionals from my industry, discussed the future of digital content, touching on topics like AI, mental health, and fair pay. Similarly, the Democratic National Convention invited 200 content creators to cover the event, offering them an exclusive vantage point of the stage. These events are more than just milestones; they are a clear acknowledgment of the creator economy’s role in shaping public opinion and driving meaningful conversations. Having worked in the influencer and social industry for well over a decade, I see this as a moment that cements its journey from niche to mainstream.

For brands and agencies, this evolution should be a wake-up call. The creator economy is no longer just about product placements or brand endorsements; it’s about fostering genuine relationships and understanding the nuances of audience engagement. As political campaigns tap into the authenticity that influencers bring, recognizing that traditional advertising and news sources may not fully capture the attention of today’s audiences, brands must adapt.

Influencer marketing has been – and will continue to be crucial in any comprehensive campaign. Brands must collaborate more deeply with creators and platforms to harness the power of influencers in ways that truly resonate. Whether for political, social, or commercial purposes, this dynamic and ever-changing landscape demands a thoughtful, strategic approach to stay ahead. Now more than ever, it’s clear that the creator economy isn’t just a trend—it’s a driving force that will continue to shape the future of marketing and communication…and perhaps even the 2024 election! 

August 8, 2024 / News

Strategy: Connelly Partners West Adds New Clients

Since opening our doors in late 2023, Connelly Partners West has been on a new business growth spurt, resulting in five new client wins. This growth streak has been championed by newly appointed, Co-Managing Director, Nick Cronk.

“We’ve focused on growing our presence in the market with a unique offering: one that blends global perspective and resources with local expertise, and puts human behavior at the center of our work to meaningfully connect brands with their audience,” says Nadine Cole, co-managing director of Connelly Partners West. “[Cronk’s] depth of experience in Canada and the Pacific Northwest, together with Connelly Partners’ has been resonating with clients.”

Check out the full story here.

August 2, 2024 / Thought Leadership

Women’s Networking: What’s Your Personal Brand?

Katie Coccia, Senior Manager of Human Resources and Facilities

women listening to speakerWe just hosted another Connelly Partners Empowering Women’s Networking Event, which offered both CP and non-CP women the chance to meet someone new, make meaningful connections, and learn about personal brands. 

But what is a personal brand? And how is it different from a reputation? 

Simply put, a reputation is built on trust and is influenced by how others view your actions and conduct. A personal brand, however, is the image that you want others to have of you [1]. It is intentionally and strategically designed to convey your unique value and it sets you apart from others in your field [2]. It gives you the tools needed to fight imposter syndrome, all while helping you gain support from people who will elevate and speak up for you [3][4]

At the event, attendees wrote down one word to describe their personal brand and shared it with their peers. We saw many powerful words like evolve, curious, brave, and more. I left the event feeling energized and inspired, and I caught up with a few colleagues to hear their thoughts.

The personal brand word exercise was fun and uplifting. I liked how it painted a picture of everyone’s personalities and key strengths—highlighting how powerful we can be when we join forces and are eager to learn from one another. My word was “enthusiasm” as I take pride in approaching my work with positive energy and optimism—to encourage my teammates and create a more collaborative environment, even when facing challenges. – Courtney Marlow, Senior PR & Social Media Manager

This was my first women’s event. I got to talk to and connect with ladies at CP from other departments that I otherwise never get a chance to talk to. I feel like I learned more about them, and people learned more about me. My personal brand word was “trust!” I find when there is trust in the workplace, it builds the comfort to work and speak up especially when you have a new idea. – Chandani Patel, Staff Accountant

I loved meeting people in other roles and hearing about their work experience. My word was “authenticity.” I feel like with advertising authenticity is important. Telling stories in a way that resonates is important to me in my work, and it was cool to talk with folks in other disciplines who also shared that same value! – Alexa Caruso, Junior Art Director

Now that you know a little more about personal branding and why it is important, it’s your turn! What word describes your personal brand?

Watch for details on our next Women’s Networking evening. If you aren’t on the invite list please reach out to Ashley Campbell

Sources:

1. What’s the Point of a Personal Brand? – Harvard Business Review
2. A New Approach to Building Your Personal Brand – Harvard Business Review
3. Find Your Voice, Communicate Your Value: How to Build a Personal Brand as a Woman – LinkedIn
4. How Women Can Develop and Promote Their Personal Brand – Harvard Business Review 

August 2, 2024 / Thought Leadership

Exploring the Fans of the Paris Olympics

Sports tourism is booming! More and more people are embarking on once-in-a-lifetime trips to attend major sporting events. From the F1 race to Wimbledon, The Masters, the COPA, or the Paris Olympics—take your pick! With the Paris Olympics in full swing, we’re diving into the profiles of those flocking to this grand and historic event. 

From die-hard sports fans, who are invested in every second of the action, to casual fans hoping to spot a celebrity or two, learn more about attendees of the Olympics!

August 1, 2024 / CPOVs

CP Abroad With Neal Malone

Neal Malone, PR & Social Media Management Supervisor

man sitting at dinner table in portugal “Guinness tastes so much different in Ireland—it’s way better than what we get in the U.S.” 

To everyone who said that to me ahead of my first visit to the Emerald Isle…can I be honest? As hard as I tried, I couldn’t really tell the difference—and I say that with the utmost respect. To me, it tasted as fantastic as it always does. 

But after several weeks—and plenty of thirst-quenching field research—a lightbulb went off. I realized exactly why people are so partial to an Irish pour of Guinness. It’s because of the place. The people. The positivity that you’re surrounded with. That’s why Guinness “tastes” better in Ireland.

So as I look back on my month abroad, I’ll say this…Ireland is a truly remarkable place that is home to the nicest, most welcoming people I’ve ever encountered. Here’s what else I’ll remember from my experience:

couple standing in front of a guinness wallTrue Cultural Immersion

When you live somewhere for a whole month, you’re gifted with a cultural experience that goes way beyond that of a typical vacation. Our Irish immersion of course included the greatest hits—parks, museums, landmarks, and pubs—but it was the everyday stuff that I appreciated the most. The coffee shop conversations with locals, the casual neighborhood strolls, the education on Gaelic football and hurling, and the opportunity to work out of our Dublin office. 

Rain or shine, I couldn’t get enough of my walks to and from the office. It was my moment to take it all in—from beautiful architecture all the way down to little cultural observations like “I still can’t tell which side of the sidewalk people want me to walk on.” 

At the office, I learned a lot from our ever-so-welcoming counterparts in Dublin. There’s a feeling of warmth and balance when you walk into the office—everybody is sharp, creative, and highly dedicated, yet at the same time (seemingly) unafflicted by the common stressors of the American work environment. I mean, on most days, the majority of the office gathers around the kitchen table to catch up and eat lunch together—when’s the last time you’ve seen that in the U.S?

The Many Sides of Ireland

European adventures always come with the temptation to pack a bag and jet off to a different country every weekend. I get it—it’s easy to get swept up by Ireland’s close proximity to places like England, France, and Spain. But this time around, we kept things simple. After kicking things off with a family beach vacation in Portugal’s Algarve region, we really focused our attention on Ireland—and I’m glad we did. 

As city people turned suburban dwellers, we enjoyed living in the thick of things again. Dublin is a bustling, walkable city with amazing parks, accessible public transit, big sporting events/concerts, and an excellent restaurant scene that is packed with flavors from around the globe. 

We rented a car on a few different occasions, creating opportunities to venture outside of Dublin to places like the Wicklow Mountains, Malahide Castle, Bray, Howth, and Maynooth. There are so many cool things to do within a 30-45 minute drive—from beaches and hiking trails to historical landmarks and family-friendly farms. 

The real highlight of our stay, though, was our trip to Dingle. Located in Kerry on Ireland’s west coast, Dingle is a solid 4-5 hour drive from Dublin. Getting out there takes you through the lush countryside that you picture when you think of Ireland—green field after green field, filled with cows and sheep. As for Dingle, it’s a little seaside town that delivers on every imaginable level. Slea Head Drive takes you along the cliffs of the Dingle Peninsula and offers the most amazing ocean views. The harbor is home to several companies that offer boat tours—we were even blessed with a sunny day for ours! In town, there’s a staggeringly high concentration of fun pubs (all of which offer excellent live music on most nights) and some really amazing seafood spots. 

If Not Now, When?

Like with any big decision or opportunity, the longer you think about it, the more likely you are to talk yourself out of it. We could have found plenty of reasons to push this type of a trip further down the road, but we didn’t. We recognized the uniqueness of the opportunity and dove in head first. I couldn’t be happier with our decision and I know that this experience will be something I’ll look back on—personally and professionally—for a long, long time.

July 31, 2024 / Thought Leadership

Google’s Cookie Deprecation U-Turn: What It Means for Privacy and Advertising

Chris Watts, Media Technology Specialist

This past week’s news that Google will be keeping third-party cookies around might have broken the internet, but don’t worry— that’s about all it did to the web. After years of preparation and significant investment in cookie alternatives, the decision to keep third-party cookies alive has raised many questions about the future and renewed some ongoing concerns. 

While the immediate impact of this decision may seem minimal, let’s take a closer look at what this means for the future of privacy, advertising, and the digital marketing industry.

The Cookie Conundrum and Google’s Privacy Sandbox: A Closer Look at Third-Party Cookies

Lest we forget the original plan to deprecate cookies was driven by a desire to address privacy concerns. However, that sentiment was quickly lost as the industry came up with potential workarounds. Enter unique alternative IDs, identity graphs, and Google’s own Privacy Sandbox. Exactly as it sounds, the Sandbox is a fenced-in area with kids, or the marketing industry, playing with Google coined sandbox tools. These tools or “proposals” are aimed to replace the separate functions of the cookie and offer privacy-focused solutions for personalized advertising while minimizing data collection.

While the Sandbox and other alternatives do aim to give consumers more control over their privacy, the reality is that we are simply shifting our trust from one entity to another. Instead of rethinking data collection, we are merely transferring it to a corporation, which may end up holding as much, if not more, information as entities do now. Furthermore, by using tools that link online identifiers with personal information, we are, in fact, reducing privacy rather than enhancing it.

Shifting away from third-party cookies or adopting alternative technologies may appear to be a step forward, but it doesn’t address the fundamental issue. The real challenge lies in improving consumer choice alongside the handling of data. We need to find a way to give consumers genuine preference control over their privacy while still meeting the demands of effective and efficient marketing.

Navigating Industry Whiplash & The Road Ahead

I feel a mix of empathy and pragmatism about this situation. On one hand, companies have invested significant time, money, and resources into new processes that may now be adjusted or ultimately abandoned. However, it seems that few advertisers had fully embraced these new methods, partly due to skepticism about the deprecation actually happening. This period has been a valuable testing ground, forcing the industry to look within itself and explore alternative solutions, while bolstering the focus on consumer privacy. With enhanced understanding of our own internal processes, we as brands have a real opportunity to improve transparency and build trust with our consumers.

Food for thought – With consumer privacy in mind, we need to remind ourselves that brand awareness is not always positive. As a consumer there have been plenty of times that the same ads have popped up everywhere I go, and it’s actually turned me away from a brand or product. When a consumer is doing their everyday browsing, we need to think of both new and current places that they’re being presented with the choice. This is apparent in consent banners, which allow consumers to opt in/reject all third-party cookies. But even so, the choice is incomprehensible to the average consumer.

I ask the question – How do we include the consent banner as part of the consumer journey? Not only with the intention of more consumers hopefully “accepting all”, but for that split second when someone appreciates being clearly presented with the choice and told what accepting cookies will mean for their future browsing experience and relationship with the brand. This is a very powerful first step towards brand trust.

Conclusion: The Evolving Landscape of Third-Party Cookies and Privacy

The industry will continue to evolve and adapt, regardless of what Google does next. But like in any fable, the lessons learned along the way were not in vain. We’re back to tackling privacy concerns head on, with consumers. Which seems a lot more straightforward. And when we look at that – it should never have been just about third-party cookies, but any 1:1 identifier. And that discussion still needs to be had.

But for the few early adopters that created truly privacy-first approaches (as opposed to the slew of cookie workarounds we saw) – congrats. You saw the forest through the trees and have something that’s actually future proof. And for agencies and advertisers, remember that no policy or software update can take away research and understanding of your customers, your media investments, and your business results.

By focusing on assessing performance against real business results – be it correlating results over a long period of time, test and learns, or more sophisticated data science models, you will be able to continue to evolve and stay successful amidst the ever-changing industry.