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