January 5, 2024 / News

AdWorld: Opinion: Authenticity Should Be a Rallying Call For Advertisers in 2024

In 2023, the Merriam-Webster Dictionary named “authentic” as its word of the year. This decision was driven by discussions around AI, culture, identity, and social media. Steve Connelly weighs in, sharing that advertisers can practice authenticity by focusing on connecting with consumers and solving the everyday challenges they face. If “authentic” was the word for 2023, it should be the mandate for advertisers in 2024.

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December 28, 2023 / CPOVs

CP Abroad With Jamie Shin

Jamie Shin, Senior Analyst

woman in a garden with a cameraConnelly Partners’ CP Abroad program was launched shortly after I was hired. While Dublin wasn’t exactly a city I had on my radar, I thought, “Cool, study abroad for adults.” And because my husband didn’t get a chance to study abroad in college, I thought this would be the perfect opportunity to travel Europe together for an extended period of time. 

So, just a month into my new job, I applied, not knowing what the next year would have in store (it’s a requirement to have been with the agency for at least a year to participate). Before I knew it, a year and a half passed, and after many, many months of agonizing over our travel plans, we landed in Dublin.

collage of photos of buildings As someone who tends to be a meticulous planner (I’m a ‘J‘), I had planned nearly every detail of our travel itinerary by the hour. Dublin, however, was one of the exceptions. Truthfully, I wanted time to rest between my weekend excursions, but there was also the advantage of experiencing Dublin “like a local.” So, I skipped the Guinness Storehouse and Temple Bar and instead, opted for what I’d typically do during my free time in Boston—I grabbed my camera and walked. 

Film photography is a new hobby I picked up because I was looking for a creative outlet. Camera in hand, and against my ‘J’ nature, I would often walk around the city aimlessly. In this process, I have learned to appreciate uncertainty and approach the world with a sense of heightened curiosity and creativity. 

collage of images of boats, buildings and waterDuring my time in Dublin, I tried to embrace this approach. Through my walks and encounters, I discovered Ireland’s resilient history, the city of Dublin’s rapid growth and its strengths and challenges, as well as its surprising similarities to Boston. But it was the people, with their passion, humor, and penchant for banter and quality nights at the pub, that I have come to appreciate the most.

Coming away from CP Abroad, I feel incredibly grateful for this experience. It became much more than an excuse to travel. It was an opportunity for me to discover my strengths, meet new people, work on my weaknesses, and appreciate unplanned discoveries. What’s more, I’ve also learned that perhaps organization and creativity are the twin engines of my success, whether in life or at work. photo collage of a car, a patio, and buildings

Lucky for me, data and analytics within a creative agency offers the perfect arena to exercise both, as campaign reporting is about much more than just reciting numbers. I believe we are at our best when we employ creative approaches to uncovering insights, are innovative in our problem-solving, and approach storytelling through data as an art. 

While I will probably never be able to fully relinquish my need for control (bless my husband), I am excited to enter the new year with refreshed creative energy, a greater appreciation for the Boston office, and new perspectives to inspire the work ahead.

Special thanks to my boss and the CP leadership team for making this possible, and truly everyone in the Dublin office for a grand time. It was class.collage of a table, trees, and a library

December 21, 2023 / News

Think Business: Essential Business Podcasts to Set You up for 2024

Earlier this year, Managing Director of CP Dublin, Vaunnie McDermott was a guest on John Kennedy’s podcast for Think Business. During the episode, Vaunnie talked about how the future of advertising is human. Her interview was selected by Think Business to be included in their round-up of the top podcasts to listen to ahead of the new year. 


Read more here.

December 21, 2023 / Thought Leadership

Mood & Mindset Report December 2023

At CP, we are always asking “why?” We’re fascinated and ever curious about customer mood and mindset. Here’s a few observations and constructive fodder for discussion from our anthropology and strategic planning teams from this past quarter.

1. Israel-Hamas War’s Crossfire
The effects of taking a political stand.

woman holding israel and usa flags in the streetObservation: Businesses across the corporate world are seeking to find a balance in their responses to the war that don’t offend users, partners and their own employees. Many corporate leaders are feeling the pressure to make public statements. The COO of the software company Asana, for example, was guided by a major principle: “What problem are we trying to solve?” 

What brands can do: Brands should act cautiously, aligning their responses with their core values. It’s crucial to assess the relevance and implications of their position on the war, aiming to foster respect for diverse viewpoints.

Sources: The New York Times & The Wall Street Journal

2. Identity 180°
The power of complete reversal.

Snoop Dogg smoking against a dark backgroundObservation: Snoop Dogg broke the internet with his news: “I’ve decided to give up smoke.” Days later he revealed it was a stunt for Solo Stove, a company that makes smokeless fire pits. The out-of-category jump made the impact all the more unexpected. By reversing a core identity, Solo Stove created shock value and instability. When the campaign is revealed, they simultaneously soothe anxieties and reassert the Snoop brand.

What brands can do: Embrace what’s unexpected. Take a core element and invert it to see what you could or couldn’t be without it. Seeing the absence of something can bring about a new perspective.

Sources: AdAge & LA Magazine

3. Specialized AI
Racing to rule the changing space.

hands typing on a computerObservation: The future of AI will change the landscape from general to hyper-specialized, as OpenAI’s recent support for custom ChatGPTs proves. Companies will create AI tools and assistance for specific roles and industries like consumer goods, financial services, insurance and pharmaceuticals. We’re already seeing real-world examples of specific professions using generative AI for law and education.

What brands can do: Assign the right early adopter staff, giving them specific business topics and/or challenges to explore & demo. Prioritize what to implement in realistic timeframes.

Sources: LinkedIn, Forbes, CNN & The Messenger

4. ‘Authentic’ Named Word of the Year
Experiencing a ‘crisis of authenticity.’

dictionary page opened to the word "authentic"Observation: In an era increasingly dominated by deepfakes and post-truth narratives, people grapple with distinguishing the real from the artificial, and the value of authenticity seems to have heightened. 

This year’s focus on artificial intelligence, highlighted by significant events involving OpenAI and its ChatGPT, adds another layer to the discourse on authenticity.

What brands can do: Focus on transparent communication, ensuring that marketing messages and brand narratives are rooted in truth and leveraging storytelling techniques to convey their values and mission.

Sources: Time & Merriam-Webster

All good things expire. Look out for more reports coming soon.

December 18, 2023 / CPOVs

Intern Insights: Fall Semester at CP

The Fall semester has come to a close and it’s time to say goodbye to another class of incredible interns. Before they finished up, we asked them to look back at their accomplishments, learnings, and memorable moments from their time at CP. From forging new connections and collaborating with colleagues to learning about the industry and gaining new skills, here are the reflections of CP’s Fall 2023 interns.

Iseabail Kelley, Data & Analytics Intern
Syracuse University

My biggest weakness has always been my shyness. My confidence in the classroom never seemed to translate to a work setting – until I started at CP. During the second week of my internship, I remember texting my mom, “I feel so comfortable here.” I set up one-on-one meetings with various CPers to learn about their experiences and roles at the agency. In previous internships, the mere thought of setting up a one-on-one with anyone was incredibly daunting, but this was something that I took full advantage of at CP. Post-grad is a strange period of limbo, but the kindness of everyone at CP, and being immersed in the day-to-day environment, have pushed me to learn and grow as a pupil, a professional and a person. 

For incoming interns, I’d share this advice: embrace this as a learning experience! I always strive for perfection, which is unrealistic. Being hard on yourself is not productive, so don’t be afraid to ask questions and make mistakes. Learning from mistakes is sometimes more valuable than doing something correctly on the first try, so give yourself grace and try not to overthink things.

Andrew Le, Brand Leadership Intern
Syracuse University

This semester, the greatest hurdle I faced was stepping out of my comfort zone. I’m so grateful for the opportunities that I had at CP to challenge myself. Recognizing and actively seeking chances to step forward and push boundaries has become crucial for me. Additionally, everyone I met during my internship was supportive and eager to learn more about me.

During this internship, I had the privilege of collaborating with various departments, which allowed me to learn from other teams while still being an integral part of my own. But if there is one specific thing that has sparked my curiosity, I would say it’s the new business process. I got to be a part of a pitch in a very small way and was able to witness how every single person involved was so invested in it. It was such a motivating feeling.

Arianne Duenas, Creative Intern
Boston University

At CP, I gained new skills in idea generation and content writing, largely thanks to the feedback provided by other copywriters. These fresh perspectives challenged me to think both creatively and adaptively. One-on-one sessions with various departments were also invaluable because they provided me with a comprehensive view of the agency’s operations. Outside of the creative department, I found myself particularly interested in PR, social media, and influencer marketing.

If I could go back to the start of my internship I would tell myself to not be afraid to ask questions. After all, CP’s DNA is to always be curious and get to the bottom of the “why” of things. 

Maya Menon Freeman, Strategy Intern
Emerson College

One of the most memorable achievements from this past semester occurred when I gathered some research for upcoming brand work. I presented my findings to my boss and then the brand team. They were all incredibly supportive and complimentary and helped me hone my presentation skills. I was trusted to present my findings to the client and I ran them through my now well-rehearsed spiel. It wasn’t until we left the meeting that I found out I had just presented to the CMO of one of our clients. It was such a proud moment! 

I think that it’s so important to be present! There’s so much to juggle between school and internships, but these are crucial learning experiences. I always reminded myself that this was my chance to make the most of my time here. It’s easy to get caught up in the bustle of “what’s next,” which is why it’s important to remember to soak it in and connect with the people around you.  That’s what is invaluable.

Nick Maumus, Media Intern
Bentley University 

Throughout my experience as an intern, every place I looked or anyone I turned to was readily available to answer questions, help re-explain a process, or provide advice. You just need the willingness to ask the questions! Like many things in this internship, you get what you put in, and I made it a goal of mine to ask as many questions as possible and never stop learning. To that end, I have expanded my understanding of media planning and buying, other agencies, and the industry in general. The CP culture is unique, rewarding, and invaluable, similarly, the people are non-stop learners and teachers.

I have grown tremendously in my time at CP. The most apparent growth has been in my ability to learn new skills and understand the interconnectedness of how the advertising industry operates. I was able to learn with a more hands-on approach and have honed my problem-solving skills. I’ve mastered the ability to seek answers out proactively as opposed to waiting for an answer to an email. I will carry these skills with me for the rest of my life, and cannot wait to continue growing as I face new projects and learn new processes. 

Anjali Duenwald, Finance/Accounting Intern
Northeastern University

My favorite part of working at CP is how kind and open everyone is. Even though I didn’t work directly with everyone across the company, there were always smiling faces to welcome me to the office each day and people willing to share their experiences. Branching out and chatting with individual people gave me a strong understanding of the agency and how CP works with their clients.

Before this internship, I had only taken two accounting classes and had never worked in an accounting position. As such, I was nervous and wasn’t sure if my knowledge was on par with what I would be doing in the role. Jumping right in and working with my team to get started on tasks that showed me various aspects of the finance department allowed me to start learning immediately.

December 15, 2023 / Thought Leadership

PR, Social Media and Influencer Marketing Trends to Watch in 2024

In the realm of PR, Social Media and Influencer Marketing, Alyssa Stevens foresees a dynamic landscape in 2024. Here’s a glimpse of what’s on the horizon in the year ahead:

Increased Adoption of AI for Social Content and Influencer Marketing

We anticipate a surge in AI-driven tools for content creation, optimization, and influencer sourcing. Brands will leverage AI to enhance targeting, personalization, and overall effectiveness in their social media and influencer campaigns. 

Rise of Live Shopping

Live shopping experiences, particularly influenced by the success of features like TikTok Shop, are expected to become more prevalent. Brands will explore interactive, real-time engagement with consumers, providing seamless in-app shopping experiences directly within social platforms. Social commerce will continue to revolutionize social behavior and benefit brands by shortening the purchase journey for consumers.

Redefining the Role of Influencer

Influencers’ influence will expand beyond social and we’ll see more brands feature influencers as talent in traditional ad campaigns as well as lean into collaborations on capsule collections. Influencers are today’s celebrity, editor, and advertising platform rolled into one, and marketers should capitalize on their power to reach audiences. 

Decrease of Overly Branded Influencer Content

Marketers will continue to shift away from overly branded influencer content to drive better engagement and audience reception. We’ll also see a more widespread adoption of low-fi social content used on organic and paid social. Authenticity will remain key, and influencers who seamlessly integrate brand messages into their content, maintaining a genuine audience connection, will see better results over overtly promotional approaches with heavy branding and scripted voiceovers.

December 15, 2023 / News

Digiday: Why the CTV Ad Industry Still Needs to Wean Itself off the IP Address

Companies need to reduce their reliance on the IP address as a tracking mechanism. Not only are companies like Apple and Google limiting the collection of people’s IP addresses, but the categorization of the IP address as personal information by some privacy laws and the potential for children to be included in that tracking makes the IP address a serious risk. Despite these concerns, the IP address is still pretty widely available in the CTV ad market. Recently, at the Digiday Programmatic Summit, Media Director Erin Mullaney shared that there hasn’t been a significant impact on IP addresses being passed in the programmatic bidstream. She notes that many of the bids for demand-side platforms don’t include cookies and IP addresses are still there.

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December 15, 2023 / News

Ad World: Opinion: Fast Forward to 2024 and Beyond

As we approach the start of 2024, Vaunnie McDermott, Managing Director of CP Dublin, shares her predictions on what we can expect to see in the advertising industry for the year ahead. In the new year, adapting to change will be key for success in branding. Technology, like AI, will enhance targeting, while social commerce will continue to revolutionise social behaviour and benefit brands by shortening the purchase journey for consumers. Additionally, agencies must embrace diversity and prioritize human connections. Understanding consumers and diverse perspectives will drive agency success, making business relationships more engaging.

Read more here.

December 13, 2023 / Thought Leadership

Navigating the Programmatic Space: Insights from the Digiday Programmatic Marketing Summit

Lee Junkin, Platform Media Supervisor
Katie Coughlin, Media Supervisor  

In an era marked by rapid technological advancements and an ever-evolving landscape, the importance of conferences in fostering innovation, collaboration, and knowledge exchange cannot be overstated. 

Recently we had the opportunity to attend the Digiday Programmatic Marketing Summit in New Orleans, Louisiana, where marketing leaders dove into the pain points and solutions facing the market. 

In this blog, we’ll shed light on some collaborative discussions that addressed the complexities within the programmatic landscape, from removing the bias in programmatic, to invalid traffic, and how new technologies are helping to solve old problems. 

Removing the Bias in Programmatic

Bias may not be the first thing that comes to mind when you think of programmatic media, but Kerel Cooper, President of Advertising at Group Black, made it clear that it’s been a lingering issue in the space.

Programmatic media platforms are automated to push spend to buy ad space on websites, podcasts, CTV channels, etc., but only the developers know exactly how these systems optimize. Cooper explained how certain minority-owned sites and publishers face “legacy barriers” that prevent ads from being shown on crucial ad space and, in turn, limit the profits of said publishers. These sites may have been mischaracterized as gossip or political sites when they should have been characterized as entertainment, which affects the formulas that drive potential ad revenue. 

AI, a hot topic from the conference, is one potential solution to explore. Rather than relying on traditional keywords to determine the site relevance, AI is able to scan and determine what the content on the page actually is. 

This discussion allowed us to reflect on where our media dollars are going during a programmatic buy. We pride ourselves on getting our client’s media onto the most premium and relevant content in the programmatic space, but we must also make sure we are not missing out on prime inventory that has been excluded through historical bias.  

Safeguarding Programmatic Against “Made for Advertising” (MFA) Sites 

Throughout the conference, MFA sites were another hot topic of conversation. MFA’s are websites specifically created for the purpose of generating revenue through advertising, often using fraudulent methods. While we are integrated with multiple ad quality partners, we heard from many speakers who have turned to AI technologies to crawl inventory reports to find, and block, MFA sites. These discussions served as a reminder to always be looking into new technologies and strategies to ensure we are maximizing the efficiencies of programmatic buys.

In conclusion, the discussions we were a part of during last week’s summit have heightened our awareness and further fueled our commitment to leveraging innovative solutions to navigate this ever-evolving landscape. It’s clear that ongoing collaboration and exploration of cutting-edge technologies are essential to safeguarding programmatic investments and ensuring they align with our commitment to delivering premium, relevant content to our clients.

December 13, 2023 / News

AdAge: Top Advertising Trends to Watch in 2024

In a recent AdAge feature, Alyssa Stevens, Director of PR, Social Media and Influencer Marketing, shared her thoughts on the top advertising trends to watch in the new year. She predicts that marketers will continue the shift away from over-branded influencer content, driving better engagement and audience reception. Instead, we’ll see influencers sharing more stripped-back, authentic content. 

Check out other predictions from industry experts here.