We were thrilled to speak at the 2024 MediaPost Digital Out-of-Home Insider Summit in Scottsdale, Arizona. While there, we attended a variety of sessions as well as hosted our own, with client Visit Williamsburg. 

In the session, Michelle Capasso, CP’s Partner & Director of Media Services, shared how our client used experiential Digital Out-of-Home to drive overnight stays. We were able to contemporize the brand and show that it had more to offer beyond its historical roots. Williamsburg is a year-round vacation spot, with a wide array of activities and experiences for anyone at any pace. Key to the success of this campaign was our use of Digital OOH to truly engage with our audiences and bring the full experience of Williamsburg to life.

Scott Madden, Senior Partner and Chief Strategy Officer, recently took the stage as a speaker at the Quirk’s Event Dallas. Partnering with Relative Insight, his session, titled “Run insights programs, not projects to really make an impact,” revealed Connelly Partners’ approach to running continuous insights programs across diverse online platforms. This approach empowers his team to consistently obtain significant insights for clients and prospects.

Beyond his speaking duties, Scott attended various sessions across the 2-day annual conference, which drew hundreds of brand-side market researchers, CRM specialists and CMOs. Those sessions provided fresh perspectives and insights into the world of customer understanding. Here are his key takeaways from the event: 

 

1. Although AI is as oversaturated as Taylor Swift these days, the reality is that we are still in the infancy stage of this world-changer. Our industry continues to evolve at an incredibly fast clip, and AI allows the creative and strategic thinkers of our industry to utilize the immense processing power and intelligent organizing of data to give even more context to fuel even better human-authored storytelling – whether it’s personas, ethnographies, or actual brand content. I truly believe the capabilities of AI are soon to spark a creative Renaissance in our industry. 
2. Market researchers are creating better and more cost-effective tools and methodologies for concept testing which place far more importance on unconscious, emotional responses to ideas rather than rational-based, ask-and-answer measures. Too many of our industry’s best ideas have never advanced to production reality due to the artificial dynamics that too often misguide concept testing measures.
3. A fascinating report from a recent Visa consumer survey revealed that the uncertainty in our lives (economic, geopolitical, health, job security, etc.), which is often reinforced by the 24/7 news content populating our feeds, is not going away and has become our “new normal.” Brands that empathize with this reality in their comms, especially via CX, will garner greater affinity with their audiences.
4. From that same Visa survey, global trust in institutions, such as government, media, etc., continues its decline. It is surprising to learn that the U.S. gen population, with 46% having strong distrust, is not even close to the highest distrust level globally. But, the loss of trust in institutions is being offset by the corporate leaders of the best brands in the world. In December 2023, the Drucker Institute published its annual report on the best-managed companies in the world, taking into account not only market growth and product innovation but also customer and employee satisfaction. Microsoft took top honors last year. But as Peter Drucker, thought by many to be the father of modern corporate management, maintains: today’s businesses should benefit investors AND society.

Ashley Campbell, Brand Director

From their social media habits to purchasing behaviors, Gen Z, as with any emerging generation, is a dynamic and mysterious audience for most of us in advertising. I, for one, was shocked to learn that my 6 and 3-year-old are considered Gen Alpha. While the name is fitting for the role they play in our household, I am not quite ready to consider them as a target audience for advertising! 

Generation Z has been a hot topic for many of my clients, especially as we continue to see TikTok rise as a top-performing channel. I was lucky to recently attend the Ad Clubs’ In the Now: Marketing to Gen Z Event, where we explored trends, preferences, and the unique ways brands are adapting to stay relevant.

The Evolving Demographics of College-Age Students:

According to the recent GenZology study by HerCampus, women currently outnumber men in college. Windsor Western, HerCampus Co-founder & President, and Katrina Campanale, HerCampus SVP Sales & Business Development, also noted that contrary to the seasonal emphasis on “back to college,” Gen Zers have discretionary income to spend year round and that 77% of them make their own spending decisions. College-age young adults (ages 18 – 24) are the halfway point of the generation which spans 14 – 28. This middle-aged group sets the stage for a generation with a powerful influence, with many of them wielding unprecedented digital native prowess.

Social Media App Usage Habits:

Gen Z’s relationship with social media is intricate and ever-changing. Despite being precious about in-feed posting, they share stories multiple times a week. The once-coveted live event social presence has shifted, with platforms like TikTok and Instagram taking center stage. But also, Gen Z females and Gen Z males use social media very differently. According to HerMedia, Instagram is the app with the most commonality across both genders. Having an account on TikTok is more common for Gen Z women than Gen Z men, 92% and 60% respectively. Also, Reddit and Discord are very popular for men, but less so for women.

When it comes to shopping, TikTok emerges as a powerhouse for product discovery among women, while men gravitate towards Instagram. The buying journey often involves scrolling, with a significant number claiming to make purchases after seeing products on TikTok. However, trust issues arise as HerMedia notes that only 34% of users have actually made purchases off of TikTok Shop directly. This is a crucial detail that brands need to consider when identifying the KPIs associated with each TikTok campaign.

Influencer Marketing Has More Influence Than Traditional Marketing:

In the era of Gen Z, traditional marketing is not breaking through. Authenticity is the linchpin, and influencers play a pivotal role. Leading brands are adapting their strategies to cater to Gen Z’s unique sensibilities. The Ad Club’s panelists Andrew Grillo, Director of New Product Revenue at Boston Globe Media / B-Side, Sarah Morgan, Director of Media at Fidelity, and Lindsay Sutton, SVP of Strategy and Connections Lead at Digitas, spoke about the trends they are seeing. The use of green screen formats, the incorporation of influencers and modern storytelling showcase the versatility of adapting to Gen Z’s language and preferences. Also, it’s still critical that brands tailor their messages to ad formats. Understanding that one size doesn’t fit all, brands continue to find success in tuning messages to specific channels rather than a blanket approach. While also keeping in mind that Gen Z is extremely privacy-conscious. So, if you are too customized or they feel like they are “being followed” there could be a lapse in trust.

As I reflect on this event, it’s evident that understanding Gen Z requires a nuanced approach. Brands that prioritize authenticity, leverage influencers effectively, and adapt to the rapidly changing social media landscape will undoubtedly thrive in this dynamic and influential generation. The future belongs to those who can decode the intricate dance of Gen Z preferences and values.

International Women’s Day is an opportunity for us all to celebrate the ways in which women have empowered and inspired us throughout our lives. To celebrate this year, we asked CPers to reflect on the 2024 theme, “Inspire Inclusion” and what it means to them. All were welcome to participate, as IWD is a day for everyone, which makes it completely inclusive. Here are some words of wisdom and inspiration from the team at Connelly Partners.  

My daughter will be entering the workforce in a little over two years and so I’ve doubled down on making young women feel a sense of belonging not only at Connelly Partners but at Emerson College, where I’m an Adjunct Professor. Feeling like you belong is an inherent human need but with women in particular, I believe that need is of paramount importance. I’m committed to creating a space where young women can feel heard, celebrate their individual strengths and allow them to bring their authentic selves to work and class. We’re all making great strides by keeping this conversation top of mind. My hope is that by the time my daughter becomes a working woman, she will feel that her contribution is not only celebrated, but vital to the health of her organization.

Alyssa Toro
Sr. Partner & Chief Creative Officer
Boston

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Over the past 15 years, I have had the pleasure of mentoring a female in business every year. Most often they have been women from advertising or communications backgrounds looking to navigate their careers and wanted general feedback or support for challenging situations, but I’ve also had women reach out from truly male-dominated businesses (such as mining) for mentorship that were struggling to find their voice in their companies and their place at the proverbial “table.” It’s truly been an honor to provide support and guidance to these women and help them thrive in their careers.

Nadine Cole
Managing Director, Connelly Partners West 
President, VRX Studios
Vancouver

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I grew up in the 70s and 80s in an Italian family where I was one of only two girls in the entire extended family. And although he was raised during a time that had very different views of the role of women, my father was my biggest cheerleader. He always encouraged me to believe in myself and raised me to know I could accomplish anything I set my sights on in my life. His belief in my potential and his encouragement to break free of any preconceived “female” roles gave me the confidence that is so critical in today’s world.

JoAnne Borselli
Group Brand Director
Boston

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I feel fortunate to have many powerful female role models and mentors in my life – from bosses, coaches and friends to the strong women in my family. For me, the most impactful and consistent piece of advice has been around authenticity. Early on in my career, I had a hard time finding my voice to push back and disagree with others in challenging situations. Had this continued, it would have prevented me from being a part of important decisions and ultimately, having a seat at the table. My boss at the time told me that confidence would come in doing it in my own way. That maybe my way was “dropping a velvet hammer instead of an iron hammer” when I needed to be firm. This has stuck with me and any time I feel initially intimidated by a certain situation or conversation, I take a step back to assess how to handle it in a way that feels true to my personal style. That conversation with my old boss happened nearly 15 years ago, but it empowers me daily. I’m forever grateful for the seat at the table she helped me achieve.

Hillary Williams
Group Brand Director
Boston

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Inclusion is such a great topic for IWD. However, all too often, women wait for invitations to be included rather than taking control for themselves. How many times have you heard a woman say something like, “Can I ask a question?” or “This may be a stupid question, but?” How often, as women, do we wait for the promotion or the plum assignment versus asking for it? When we do these things we’re automatically excluding ourselves. I’ve seen it far too often over the years, along with other behaviors and attitudes that hold women back. One way that I’m working to remedy this and to foster inclusion is by founding our Empowering Women’s Networking Events at Connelly Partners. Every quarter, we invite women from diverse professional and social backgrounds into our agency for an evening of networking and conversation. Doing so, I believe, will help women network better with like-minded women AND male colleagues, to find their voices, and to share opportunities with one another so that we can all make inclusion a habit and part of the way that we work.

Michele Hart-Henry
Managing Director, Connelly Partners Health
Boston

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I inspire inclusivity and support the progress and advancement of women and girls by always creating a space where mental health is a priority. I have endured my own mental health journey which has empowered me to always put the health and wellbeing of the people around me first and to pass on the tools that have helped me along the way. In my career, I have learned that not every day is going to be perfect, we all have our bad days and it’s easy to get “in our heads” as women in advertising. In moments of doubt or angst, it’s important to take a step back to evaluate the situation. Giving myself time to put my mental health first is something I have learned to embrace. And I pass this on to the women on my team by always encouraging them to do the same. We love our jobs and we often make sacrifices to deliver the best outcomes to our clients and colleagues, but this should never come as a compromise to our mental health. Mental health days, and taking respites to walk away from certain situations is key. I pass this same mentality on to my daughter. As children age, the stressors of childhood become even more apparent. It’s important to create a calm space. To offer an embrace or to take a moment for breathing exercises. I have taught my daughter that it’s okay to have big emotions, and this to me will teach her how to embrace her peers in the same light. To always be accepting!  

Ashley Campbell
Brand Director
Boston

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Working with the interns at Connelly Partners in the office is a great way to inspire and be inspired by young women poised to enter the workforce. I always try to make sure they see that no matter our tenure, we all have questions, make mistakes, celebrate jobs well done, and have each other’s back.

Laura Lyverse
Design Studio Director
Boston 

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Counting my blessings in my career, I’ve had the honor of working alongside some of the most talented women in advertising, with Connelly Partners boasting a team of phenomenal women leaders across the globe who bring inspiration and motivation every single day. And let’s not forget my exceptional wife, a total rockstar steering her agency’s future while effortlessly balancing our chaotic home life. These women collectively emphasize that success isn’t confined to career highs; it’s about building a kickass life beyond the office. Let’s be real – the superior gender is owning the game.

Dave Kimball
Chief Growth Officer
Boston

 

On behalf of the team at Connelly Partners, we wish you a happy International Women’s Day. 

 

Joshua Cook, Digital and Social Media Manager

Since arriving at Connelly Partners last Spring, I’ve been given many opportunities to grow within my role and build my knowledge of the advertising industry, all while helping my wider team in the process. The latest of these opportunities came at the Social Media Conference Dublin at Ireland’s national stadium – Croke Park. As an Englishman and huge sports fan living in Ireland, it’s always a pleasure to visit this iconic arena. 

I arrived early so I could wander the corridors awhile, absorbing the traditions and learning of the numerous events that have taken place on this hallowed turf. Gaelic Football and Hurling were a mystery to me this time last year. I’d encourage anyone to visit Croke Park because the games here are highly entertaining (and quite brutal!). But enough of that. There was a conference to attend…

The conference itinerary was comprised of three panels, each with five speakers. At the end of each session, there was a Q&A so attendees could pick their brains. The panels were diverse, showcasing many different aspects of the ever-changing world of social media and how it affects our lives, both professionally and personally.

Balance Proactivity and Reactivity

My pick of the first panel was Nick Mulligan, Senior Social Strategist at E4 and Channel 4 in London. Nick’s presentation highlighted the enormous scale that his role encompasses and how his team handles this every day. He discussed the importance of balancing advance planning with proactivity and reactivity to upcoming trends. As advertisers, we can all learn something from his message, as we often set inflexible, long-term goals. Social media allows us to help our clients be playful and current with market trends. It’s our job to harness this energy in the work we do for them.

Ensure Positive Team Dynamics

The keynote speaker of the second panel was Anu Hautalampi, Communications and Social Media Specialist at UN Women in New York. Anu focused on the importance of team dynamics and how to split your time when working from home: two issues we know all too well at Connelly Partners Dublin (and I’m sure folks across the Atlantic can probably say the same!). What struck me about Anu’s presentation was her passion for her team. You can make all the right noises in your working life, but if the team isn’t singing from the same hymn sheet, none of that matters. Thankfully we have a wonderful team dynamic here in Dublin, and it shines through in our work. 

Try New Things on Social Media

Graeme McQueen, DAA Media Relations Manager of Dublin Airport, was a speaker for the third panel. He spoke about dealing with real-time crises in the workplace, from COVID chaos to lies spread on ‘X’ about his brand. He shared that he spends his days putting out metaphorical fires in the name of Dublin Airport. Overall, Graeme’s message was: “You can’t be afraid to try new things on social media. Some things will land, others will fail. It’s all part of the learning process.” 

I had a memorable day at the Social Media Conference and learned far too much to cover in a single blog post. I’m grateful to have had the opportunity to attend and I’m excited to put my learnings into action.

Ben Affleck’s latest spot for Dunkin’ has us wondering if it’s time to lay “the accent” to rest in advertising. 

For nearly two decades, there has been one constant above all constants when it comes to Super Bowl advertising. No, it’s not the Budweiser Clydesdales or E-Trade babies. It’s the accent. You know the one we’re talking about. Your cousin from Boston, The Hyundai “Smaht Pahk” crew, and more recently, Ben Affleck’s hotly anticipated “meme come to life” Dunkin’ spots, to name a few. 

The perpetual nod to our regional eccentricities made sense during the Brady-Belichick era. Super Bowl ads are usually locked in well before the final teams are determined, so banking on Boston was smart money – until it wasn’t. It all begs the question – is the Boston accent still fair play, or is it played out? 

And with one of our global offices in Boston, we just couldn’t help ourselves. So we spoke with CPers far and wide to get their perspective on Ben Affleck’s latest Dunkin’ endorsement…

Justin Kriel, Director, Photography & Production – VRX & CP West: 

I enjoyed the tongue-in-cheek nature of Ben Affleck wanting to become a pop star. But if I didn’t know he grew up in Boston, I wouldn’t get why the accent was so heavy. As a movie star, I more closely associate him with California. It took me a second to get the ‘fuelled by Dunkin’ idea. The best part was the Flava Flav reference at the end with the oversized donut necklace. 

Kelley Bolte, Senior Manager of Talent & Culture – Boston:

When it comes to advertising, I’ve always been a sucker for two things…a good teaser and massive brands that never forget to nod to their roots. So in theory, this spot would be a home run for me. The one thing I hate in advertising? When I’m so distracted by all the elements that the message gets lost. The accent was so over the top that I first missed what could have been a straightforward message delivered with simple (and funny) entertainment. We’ll see if part two changes my mind. 

Hayes Hollar, Assistant Operations and Talent Manager – Boston: 

As someone who is from the West Coast, and would only recognize the Boston accent from coming here for school, I’m tempted to say that the accent bears no significance to me as a viewer when I’m watching this ad – especially if we’re thinking about how this is intended to amplify Dunkin’s brand. If anything, as someone who identifies as Gen Z, Charli D’Amelio and the association I hold with her and Dunkin’ – since her partnership with them went viral on TikTok – is more impactful in her two-second clip than Ben Affleck is for me.

Susan O’Leary, Account Director – Dublin: 

I’m probably not the best to judge the Boston accent, as I’ve lived way too long in Dublin, but I am always a fan of leaning into using an exaggerated accent if it’s done well and adds value. Being from Nashville originally, I love an extreme Southern accent for humorous effect and, living half my life in Dublin, I enjoy ads playing up the Irish accent as well (not the twee diddly dee type though, America I’m looking at you here!). The new ad with Ben Affleck for Dunkin’ is OK, but I think some was lost on me as I didn’t understand the context at the start with the photo. The Sam Adams/Your Cousin from Boston ad and the Hyundai/Smaht Pahk ads really nailed it for me with better use of the Boston accent, harder-hitting humor and more interesting/less complicated setups. The accent just connected better in these, but I am looking forward to seeing part two of the Affleck/ Dunkin’ ad, as it could sway me if it delivers. I love old-school hip hop and that Public Enemy-style donut bling is intriguing…

Laura Lyverse, Director, Design Studio – Boston: 

Painful, just painful. Not Julianne Moore on 30-Rock-level bad, but definitely as grating as Sam Adams/Your Cousin… Exaggerated accent must be used in small doses and executed flawlessly or the locals will be up in arms, and non-locals don’t really get it. Also, I couldn’t believe how long this felt. There’s a Part 2?? No thanks. 

Hillary Williams, Group Brand Director – Boston: 

I give Dunkin’ credit for capitalizing on a social moment (and Ben Affleck for leaning into it in an endearing and self-deprecating way) … but the “Boston” accent angle feels overdone to me at this point and this falls short of previous ads like the Hyundai Smaht Pahk or, of course, his brother’s SNL Dunkin’ skit, if we’re looking at it through that filter. In terms of cleverly owning a viral moment though, I’m a fan! P.S. If the brief said to maximize branding in almost every single frame…they succeeded. 🙂 

Barry Frechette, Creative Production – Global: 

I usually cringe as soon as I hear the Boston accent in an ad, but if done well? Chef’s kiss. And Ben seems to embody the “Boston” tone. Many of the other holiday Boston types may have roots here, but when you want to connect a “Boston Celeb” to a brand, this is your guy. I mean, if Boston was a picture, here it is. 

And with that, the people have spoken. Enjoy the Super Bowl, the ads, the food and the avalanche of agency thought leadership articles that will inevitably follow. Go Pats. 

Image source

Michele Hart-Henry, Managing Director, CP Health

Fostering Growth and Connection

In January, we were thrilled to host our second women’s networking event, attended by over 60 women from various industries, ages, and career stages across Boston. Our Empowering Women Network event series aims to create an environment that encourages genuine connections and conversations, acknowledging that women and men network differently [1]. Our focus aligns with the broader trend of women’s networking events, which provide a safe space for women to share experiences and challenges [2]. 

Why Does an Advertising Agency Host Networking Events?

Networking is crucial for women in the workplace – any workplace – as it helps them identify role models, find mentors and sponsors, and expand their business relationships. The way we see it, though, it goes beyond just connecting with people; it’s about building a community to share ideas, solve problems, and create opportunities for one another. And since so many of our clients and employees are women, it’s a logical way for us to support them.

When I approached our President, Steve Connelly, about starting the series, he threw his support behind the idea. As he said recently, “I don’t know what you all talk about or do since you won’t let me in, but I know this is important for us to support.” In fact, so many of our people see the importance of this effort that we have a whole army – women and men – who work behind the scenes to make sure the events go off without a hitch. 

As I explained to Steve and to everyone who attends or asks, our goal isn’t exclusion. There are well-researched gender differences in forming networks and discrepancies in access to and use of networks, making it more important for women to have psychosocial and social support [3]. 

Among our goals for forming the series, along with enjoying food, beverages and fellowship in our really cool and inviting space, is to use the event to share helpful information that our guests and our employees can implement in their personal and professional lives. 

During our first event, we focused on networking 101 basics – name tag placement, handshakes, and using QR codes instead of business cards. This time, we broke into smaller groups and discussed imposter syndrome, exploring whether it’s an intrinsic or a workplace issue and discussing strategies to combat it [4].

More Events on Tap

The Empowering Women Network series will continue, sponsored by our agency. Future events will continue to focus on topics relevant to women in the workforce, providing a platform for discussion, connection, and empowerment. The goal is to support women in their professional journeys, helping them navigate challenges and celebrate successes in a supportive and inclusive environment.

Our next gathering is slated for this coming spring and we’d love to have more women join us! If you’d like to be on our mailing list for that event, or if you’d like to learn more about our network, email me at MHartHenry@ConnellyPartners.com.

Sources

1. Why Women Need A Professional Network – Forbes
2. The benefits of women’s networking groups – Fast Company
3. Networking: The Most Important Thing Women Should Do for … – Entrepreneur
4. End Imposter Syndrome in Your Workplace – Harvard Business Review