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.

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

A survey conducted by Pixability, a company specializing in AI-driven contextual targeting, brand suitability and performance advertising on YouTube and CTV, revealed insights from U.S. & UK Media Agency executives, buyers and planners about their current video advertising behaviors and their predictions for YouTube and CTV budgets and strategies in 2025.

Erin Mullaney, Media Director at Connelly Partners, emphasizes that brands need to recognize YouTube’s dominance in the CTV space. YouTube is not only the top streaming platform in terms of viewership and reach but also distinguishes itself with its ad-supported model, unlike competitors such as Netflix, which rely heavily on ad-free subscriptions.

This shift in the landscape has led agencies to adapt by unifying their TV, YouTube, and CTV teams. 

Read more from MarTech Cube and StreetInsider 

The advertising industry in 2025 is rapidly transforming. From AI-driven personalization, to shifting consumer dynamics and unprecedented cultural fragmentation, brands are facing both monumental challenges and unparalleled opportunities.

In this AdAge feature, Steve Connelly shares his predictions for the industry this year. He foresees a backlash against superficial AI, leading to the reduction of lazy, gimmicky AI marketing and a push toward more meaningful applications. We’ll also see a focus on AI’s true benefits in analytics, media and enhancing search, rather than empty, concept-less ads.

Check out all the 2025 predictions here.

Oysters may be among the world’s most savory yet unsightly creatures. Our latest campaign for Bombazine Oysters celebrates the charm of this unconventional delicacy, embracing a deeper philosophy of beauty. Find the work featured online, in-store, and beyond.

See the work here.

It’s no surprise that teenagers are aspiring to become influencers, given how many grew up watching TikTok stars go from social media to launch careers in acting, music or starting other businesses. Alyssa Stevens, Global Director of PR, Social Media, and Influencer Marketing, explains that as the first digital-native generation, these teens naturally have the content creation and tech skills needed for influencer marketing and social commerce. This allows them to easily monetize content based on things they already enjoy, such as makeup, hobbies, or gaming.

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With TikTok’s potential U.S. ban looming as early as January, creators and agencies are split on its likelihood—but few seem panicked. Many creators already diversify their content across platforms like Instagram, YouTube, and Twitch, minimizing the impact of any single platform’s loss. Agencies, too, are preparing contingency plans while noting little concern from clients or partners.

Alyssa Stevens, Global Director of PR, Social Media and Influencer Marketing, shares her observations of how creators have been preparing for this potential change in the social landscape.

Read the full article here.

Nick Cronk, Co-Managing Director of CP West, recently sat down with Muse by Clios for a quick two-minute dive into his world. From his creative roots and inspirations to the work he’s been admiring lately, Nick covers it all. Think AC/DC, Liquid Death, carpentry, and more—here’s a glimpse into what keeps him moving forward.

Read more.

Gorton’s Seafood was featured on World News Tonight, in a segment giving thanks to the quiet heroes across America this Thanksgiving.

The segment highlighted Gorton’s Yellow, Out of the Blue campaign, a nationwide initiative focused on spreading joy as part of their 175th anniversary celebration. Gorton’s rallied employees, partners, consumers, and a diverse group of influencers on TikTok to complete 175 acts of joy across the country, all inspired by the brand’s iconic yellow brand color.

Watch the full ABC segment here.