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March 7, 2025 / CPOVs

CP Abroad With Matty Habersaat

Matty Habersaat, Media Planner

A Month of Growth, Travel, and Once-in-a-Lifetime Moments

Traveling abroad to Ireland was an experience I will never forget. Before this trip, I had never been to Ireland—let alone traveled internationally by myself. Given a past travel mishap involving a disastrous checked bag incident under an airplane, I was determined to make this trip work with just one carry-on suitcase and a backpack. Somehow, I managed, and what followed was a month of adventure, cultural immersion, and personal growth.

Upon my arrival, I was met with warmth and hospitality from the Dublin office. The team’s kindness made it easy to build relationships and settle into my new home for the month. They were quick to share their knowledge of the city and its culture with me and I realized that in many ways, Dublin was reminiscent of Boston with its easy-to-navigate layout and rich historical backdrop. Among the many sites I visited, St. Patrick’s Cathedral, the Trinity College campus, and Dublin Castle stood out as my favorites (it also wasn’t hard to find a decent pub either). 

Beyond Dublin, I took several day trips to explore more of Ireland’s breathtaking landscapes and historic sites. Each location presented unique learning opportunities, pushing me to step outside my comfort zone and embrace the unfamiliar. Belfast, Northern Ireland, Glendalough, the Wicklow Mountains, and Kilkenny each left a unique impression on me, deepening my appreciation for the country’s history and natural beauty. Each destination had something special to offer—whether it was the medieval charm of Kilkenny, the serene lakes of Glendalough, or the rugged beauty of the Wicklow Mountains. 

One of the greatest advantages of the program was the opportunity to travel abroad beyond Ireland. My girlfriend and I took a quick weekend trip to Valletta, Malta—a place unlike any I had visited before. The architecture, history, and atmosphere of the Mediterranean city was captivating and reinforced the importance of being open to diverse experiences and perspectives. It was a completely different experience from Ireland, and I’m grateful for the chance to expand my horizons and explore another part of Europe during my time abroad.

My passion for football (soccer) provided a unique lens through which to observe Irish and English culture. Attending matches live, particularly at Port Vale FC with my dad, allowed me to connect with locals on a deeper level. This was the highlight of my soccer journey, as I’ve had a personal connection with the club since visiting when I was 12 years old. Knowing that my dad and I had traveled all the way from the U.S. to see a game, the club went above and beyond, introducing me to both faculty and players while parading me around the ground. The incredible hospitality we received was a testament to the unifying power of shared passions. This experience reinforced the importance of building relationships and finding common ground in a foreign environment.

Overall, this experience was nothing short of life-changing. I am beyond grateful for the opportunity CP provides to work abroad, which exposed me to the advertising industry in a different country and allowed me to build new relationships with my peers. More importantly, I learned a lot about myself. This experience challenged me to adapt to new routines and cultures, navigate new places, and embrace the unexpected. I returned home with a greater understanding of myself, a broader perspective on the world, and a renewed sense of confidence. 

For anyone considering this program, I highly recommend it. The stories and memories I’ve gathered during this trip will stay with me forever, and I will always cherish the personal and professional growth I gained along the way. 

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March 3, 2025 / News

Connelly Partners Announce New Business Wins and Creative Leadership Expansion

Connelly Partners has bolstered its creative team, appointing Sam Moorhead and Mikey Fleming as Co-Creative Directors. This follows a strong start to 2025 as the agency has won competitive pitches including Waterways Ireland, University of Galway, The Department of Children, Equality, Disability, Integration & Youth (DCEDIY), and been added to The Health Service Executive (HSE) agency framework. 

With a 50 person team in Dublin, the independent advertising agency provides an end-to-end, full-service offering for clients, within both the Irish and global markets.

Moorhead and Fleming have been a creative team since 2011, partnering at TBWA/Ireland, Boys + Girls, and later founding Verve’s in-house agency, Showrunner. Their work for brands like Three Mobile, Aldi, SKODA, Lyons Tea, Tayto, VHI, and LEGO have earned multiple awards.

They join legendary Executive Creative Director (ECD) Mike Garner and digital specialist and Creative Director, Chris Preston. This powerhouse creative team makes up part of Connelly Partners’ global offering (with other hubs in Boston and Vancouver) overseen by Chief Creative Officer (CCO) Alyssa Toro and Dublin’s Managing Director (MD) Vaunnie McDermott. This expansion marks the beginning of a period of growth for the agency with more creative roles planned for the coming months. 

“Connelly Partners is on a roll, strengthening our end-to-end offering across strategy, creative, production, social and digital. Our integrated approach based on really understanding the customer journey has powered our momentum, driving strong business results for our clients,” said McDermott. “Sam and Mikey’s long-standing partnership has earned them a reputation for crafting campaigns that are anything but ordinary and built on solid strategy. Their creativity combined with the power of AI is exactly what we need to continue driving commercial success.”

Connelly Partners has been appointed as the creative agency for Waterways Ireland, the organisation responsible for managing and promoting Ireland’s inland waterways across the island of Ireland. Connelly Partners will be responsible for developing a new corporate identity and advertising communications to build the tourism and recreation credentials of the brand, in order to encourage greater use of and participation in everything that the waterways of Ireland have to offer.

In addition, the agency has been selected to work with University of Galway, one of Ireland’s leading higher education institutions, to strengthen its brand communications with the goal of increasing CAO applications.

Connelly Partners has also recently been appointed the creative agency for The Department of Children, Equality, Disability, Integration & Youth (DCEDIY), which plays a crucial role in shaping policies and programs that support children, families, and social inclusion across Ireland.

This growth follows additional wins and campaign launches for brands including Birra Moretti, Coors, ESB & Electric Ireland, Expressway, Epilepsy Ireland and My Milkman, in what looks set to be an exciting 2025 for Connelly Partners in Ireland.

Read more:
AdWorld: Sam Moorehead and Mikey Fleming Join Connelly Partners
Business & Finance: New and notable appointments
Business Plus: Sam Moorhead and Mikey Fleming join Connolly Partners as Creative Directors
Business Plus: Moorhead and Fleming join Connelly Partners
Business Post: Movers & Shakers
IAPI: Connelly Partners announce new business wins and creative leadership expansion

 

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February 14, 2025 / Thought Leadership

What Being Single Has Taught Me About Contextual Targeting

Valentine’s Day hits differently when you’re newly single, but hey—heartbreak has a way of teaching some unexpected lessons. My girlfriend recently broke up with me, and let’s just say I’ve had plenty of time to reflect. Here’s what being single has taught this CPer about contextual targeting.

❤️‍🩹 It’s all about being in the right place at the right time 

Contextual targeting focuses on hitting consumers at a time when they’re primed to receive your message. When approaching a girl you’ve never spoken to before, you want to make sure the time and place are right to make the biggest impact.

❤️‍🩹 Sometimes audiences are hard to reach, but understanding their habits makes it easier to get your message across 

Reaching niche audiences can be very difficult, but contextual targeting allows you to place your brand around the content that this audience would be consuming. Similarly, when you have a very specific type of girl in mind, understanding what they like can make it much easier to create a connection.

❤️‍🩹 Sharing cookies used to be the way to get to someone, but with more focus on consumer privacy, we need to look to alternative options 

With cookies eventually being sunset due to consumer privacy restrictions, advertisers have utilized contextual targeting to reach their audience. Nowadays, there is a much greater emphasis on safety around strangers. Buying a drink for someone (the human equivalent of sharing cookies) might not be the way to approach a girl.

❤️‍🩹 Surrounding yourself with relevant conversation makes the connection stronger and more authentic

When using contextual targeting, your ads will always show up around relevant content. When looking for someone to approach for a conversation, it will always be easier if you have similar interests to focus the conversation around.

❤️‍🩹 Keywords can often mean different things to different people 

Contextual targeting allows you to show up around keywords that otherwise might show up on a blocklist. For example, the word “shooting” might appear on a traditional blocklist, but for a brand looking to advertise around basketball content, it takes on an entirely different, brand-safe meaning. Similarly, an ex-girlfriend might have enjoyed being called “honey,” but this won’t be the case with everyone you meet. 

Signed, Anonymous 

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February 3, 2025 / Thought Leadership

Love at First Sight: Inspiring Generosity Through the Gift of Vision

We teamed up with global nonprofit Seva Canada to showcase the transformative power of sight restoration – crafting an acquisition strategy and campaign to attract new donors.

Together, we launched the “Love at First Sight” campaign, featuring beautiful photography captured by Nepali eye patients. The images told the powerful stories of the people and moments they had missed most—now brought into clear focus following eye treatments, including cataract surgery and glasses.

Bringing the campaign to life: We equipped Nepali eye patients with cameras after their sight was restored. They received training on how to use the cameras and documented heartfelt glimpses of their world—families, friends, pets, homes, and even birds soaring through the sky.

Forging an emotional bond with our audience, the campaign drove a 55% year-over-year increase in new donors.

Even amidst the challenges posed by the Canada Post strike during the critical holiday giving season, the campaign achieved remarkable success.

The Seva Canada business was won via our Vancouver office and supported by a global creative team to bring the campaign to life.

Learn more about the campaign here.

Additional coverage:
Ads of the World: Love At First Sight 

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January 29, 2025 / News

Ads of the World: New England Aquarium

How do you motivate people to visit the New England Aquarium? You create a campaign that reflects the true experience and brings the exhibits to life with a stunning visual approach. In short, you WOW them.

We created a stunning typographic series that brought to life the emotions of the word WOW. Each letter, intricately formed from coral, anemone, and seaweed, was brought to life by the aquarium’s diverse marine life. This innovative approach not only resonated with audiences but also drove record-breaking ticket sales.

Read more
See the work here

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January 29, 2025 / News

The City: How Mayoral Candidate Learned to Embrace the Cringe

A young mayoral candidate for New York City has set himself apart on social feeds by mixing big policy proposals with silliness to try to draw voters to his campaign. Alyssa Steven’s explains that this strategy doesn’t always lead to votes, especially when candidates focus on creating buzz or going viral without tying it back to their policy platforms.

Alyssa shares that Zohran Mamdani’s age plays a key role in his success. His content comes across as more genuine, making it easier for people to connect with his message.

Read more here.

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January 28, 2025 / News

Ads of the World: Whetstone Beer Co.

Born in a renovated train station, Whetstone Beer Co. brews 16oz beers designed for new adventures, scenic escapes, and well-earned downtime. Our “Punch Your Ticket” campaign designs celebrate train travel’s golden age, their spirit of adventure shines in stores, online, print, merch, and sales materials.

Learn more here.

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January 27, 2025 / News

AdWorld: AI Is an Asset That Can Amplify Human Creativity

Steve Connelly argues that while AI is a valuable asset in marketing and advertising, it should complement rather than replace human creativity and emotion in strategy. AI enhances capabilities and benefits clients, but it cannot fully replicate the intuitive and emotional elements crucial for building strong brand connections and customer loyalty. Integrating AI with human intuition and experience maximizes its effectiveness, preserving the essential human touch needed to foster meaningful customer relationships.

Read more here.

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January 23, 2025 / News

Ads of the World: Carhartt

Since 1889, Carhartt has been the go-to brand for tradespeople facing tough conditions. We collaborated with Carhartt to launch a fall campaign, titled “Tough Is Timeless,” featuring cinematic visuals and rich storytelling to showcase the brand’s enduring quality.

Read more here.

Credits:
Carhartt
Connelly Partners
Subprime films
@Cabin Editing Company
@Company 3

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January 23, 2025 / Thought Leadership

Practical Insights on Short-Form Video Platforms Amidst the Ongoing TikTok Saga

Erin Mullaney, Media Director
Courtney Marlow, Senior PR, Social Media & Influencer Marketing Manager

The potential TikTok ban is shaking up the short-form video landscape, leaving creators, marketers, and brands holding out hope or scrambling to explore alternative platforms. As TikTok’s highly engaged audience and creator-driven approach hang in the balance, many advertisers are making contingency plans. According to recent eMarketer reports, 50.2% of marketers plan to shift their TikTok investment to YouTube or Meta if the app is banned. How do all these platforms differ? Below is a synopsis of audiences, current platform environments and performance to take into consideration of where to invest your resources amidst the uncertainty. 

Audience: Who’s watching? 

Short-form video consumption is on the rise, with 63% of adults aged 18+ watching these videos on their smartphones, 55% of whom do so weekly1. 

TikTok has undeniably fueled this trend, but it hasn’t yet surpassed longer-established platforms in adult audience reach. YouTube leads the way, engaging 63% of the adult population, closely followed by Facebook at 62%. Instagram captures 44%, while TikTok trails with a reach of 33%.

A18+ Reach by Platform2:

  • YouTube: 63%
  • Facebook: 62%
  • Instagram: 44%
  • TikTok: 33%

Sources:
1A18+ Resonate – Jan 2025
2Average across MRI Simmons, Emarketer, and Resonate A18+ Penetration % 

The disparity in reach largely stems from generational engagement with each platform. TikTok has surpassed Facebook among adult Gen Z users and has been steadily approaching Instagram’s more mainstream appeal. Meanwhile, YouTube and Facebook, with their longer presence in the market, maintain broad reach across generations, particularly among Gen X and Boomers. In contrast, Instagram’s core audience skews heavily toward Millennials and Gen Z.

Source: eMarketer Platform Population Penetration, US 2024

Environments: How do they differ?

TikTok has become infamous for its ability to pull users into endless scrolling on their For You Page, delivering content that uncannily aligns with their current interests. As users potentially move away from TikTok, they’ll likely seek similar entertainment on other platforms. This means these platforms will need to bridge the content gap, with their current areas of focus and user experiences outlined below.

YouTube 

YouTube stands out as a platform with the broadest reach across age groups, making it a versatile choice for connecting with diverse audiences. With its integration into Google’s ecosystem, YouTube leverages extensive search data, allowing content, organic or paid, to reach users with precision and intent. While long-form horizontal videos remain prominent, YouTube Shorts, introduced as of 2021 in the U.S., represents a significant evolution. Shorts are increasingly featured in search results, offering users the flexibility to consume shorter, bite-sized content. The platform’s dual focus on search-driven discovery and content variety makes it a powerful tool for brands and creators alike.

Instagram & Facebook 

Instagram Reels is integrated into the Instagram app, where users can seamlessly transition from their feed to a TikTok-like Reels experience. While trends on Reels tend to be slightly delayed from TikTok, Instagram has evolved from a personal “highlight reel” to a discovery-focused platform, offering content tailored to user interests. Similarly, Facebook Reels appear in users’ feeds, and once clicked, users enter the Reels feed. Facebook is also pushing Reels content in an effort to drive more engagement on its platform.

Time Spent

The most significant distinction between TikTok and other platforms lies in user engagement time. TikTok’s finely tuned algorithm captivates users for an average of 51 minutes daily, far outpacing other platforms. By comparison, YouTube users spend an average of 36 minutes per day, Instagram users 35 minutes, and Facebook users 32 minutes1. With potentially freed-up consumption time following the potential TikTok ban, it will be interesting to see if consumer behaviors shift—and whether one platform, through user preference or ongoing updates to enhance engagement, begins to close the gap.

1Source: eMarketer Time Spent, US 2024

Performance: What Are They Good At?

While the activity of scrolling through short-form videos is similar across platforms, performance in the paid advertising space varies. Across campaigns, a few trends have emerged. YouTube Shorts is the most cost-efficient in terms of CPM, likely due to slower adoption and lower advertiser demand since rolling out Short-specific paid ads in late 2023. However, it falls behind Meta Reels and TikTok in average watch time.

TikTok strikes an impressive balance, offering the highest CTR, lowest CPC, and moderate costs, while maintaining competitive video watch times. Meta platforms (Instagram and Facebook) deliver slightly lower action metrics but benefit from marginally higher average watch times.

For conversion campaigns, Meta Reels appears to be the better alternative, while YouTube Shorts is ideal for cost-effective reach. If advertisers reallocate budgets amidst the TikTok uncertainty, Meta is predicted to see more reallocation dollars and thus increased competition. Therefore YouTube Shorts could remain a cost-efficient alternative.

Final Thoughts

As the potential TikTok ban looms, it’s important for brands and marketers to adapt by exploring alternative platforms, encompassing both organic and paid social strategies, as well as influencer marketing. Each platform offers nuances and unique advantages, and TikTok’s dominance in entertainment will undoubtedly be missed. However, with engaged and diverse audiences spread across multiple platforms, there are ample opportunities to evolve your strategy and connect with users where they are now—and where they’re headed in the near future.