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.

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

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