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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Anthony Quagliata, Search Marketing Manager

In 2021, Google changed the search landscape by introducing an AI-driven campaign called Performance Max. It would aim to use AI to optimize and deliver ads based on a range of signals. These signals include locations, budgets, search themes, audience intent, and historical performance, allowing Performance Max to be a tool for advertisers that aims for a broader reach beyond traditional search. Performance Max differs from traditional search in its ability to optimize ad placement across multiple inventories rather than focusing solely on keywords and more manual optimizations that land on search engine result pages (SERP). Those inventories include Search, YouTube, Display, Discover, Gmail, and Maps.

Performance Max leverages signals and AI, making it an excellent choice for advertisers looking for an easy, all-in-one campaign solution. Given this campaign’s automation, it can allow for more efficient campaign management, allowing more time for strategic decision-making and other optimizations. Additionally, it can be a powerful tool due to its ability to span across different inventories away from the SERP. It allows advertisers to reach consumers at various parts of their journey, from visual results like video to the SERP.

While it is a powerful tool that can act as a great multitouch point conversion driver, it was not met without question during its initial launch. At first, many advertisers considered it a black box because of its limited control and insights. Since then, Performance Max has undergone several updates that have improved its capabilities, making it a better tool for digital marketers. Those updates have included enhanced asset optimization, reporting and audience signal updates, and performance insights.

Despite the changes Performance Max has undergone, it may still not be the best solution for all advertisers. It typically performs best when an advertiser sets the campaign up with a clear goal, such as driving conversions. It also may not be the best fit for an advertiser who does not have vast creatives and needs significant control over a campaign, such as using specifically selected keywords and ad copy instead of signals and various ad formats. Additionally, Performance Max may not always capture every query that a traditional search campaign targeting keywords with specific intent would. For example, an advertiser may use a traditional search campaign with carefully selected keywords based on intent and match type to ensure ads serve people with specific focuses. On the automated side, Performance Max would use AI to decipher consumer behavior based on different factors like signals and the pages used, so it may not pick up specific search queries. 

Advertisers with clear goals who wants to take advantage of automation and manual targeting should consider using Performance Max to complement traditional paid search, as Google suggests, not as a replacement. 

When used together, the two campaign types offer a full-funnel approach, allowing advertisers to reach consumers at every part of the consumer journey. While Performance Max can reach consumers at the right parts of the user journey, traditional search ensures captured demand when consumers get further down the funnel with specific searches. A traditional search campaign setup allows for a more hands-on combination of keywords, ad copy, and landing pages that can cover a particular consumer intent instead of signals and AI that Performance Max may not always pick up. Inversely, running a traditional search campaign without leveraging Performance Max could result in missing out on reaching relevant consumers and building awareness through inventory like YouTube or Display.

As Google adjusts its campaigns, solutions like Performance Max that leverage AI across Google’s different inventories will continue to be crucial for success. While these AI-leveraged campaigns can be significant and provide substantial automation and scale, it is essential to remember they effectively complement traditional search rather than replace it. Combining the two allows advertisers to maximize their reach across Google while filling gaps with strategically selected keywords that Performance Max may not cover—truly offering the best of both worlds in automation and manual campaigns to ensure a full-funnel approach to the consumer journey.

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.

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This semester, our interns immersed themselves in the world of advertising, tackling creative challenges, mastering new skills, and embracing collaboration. Their unique perspectives and growth have been inspiring, and we’re sharing the lessons they’ve learned and the moments that made their experience unforgettable.

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The focus on learning and professional growth at CP has been one of the most rewarding aspects of my experience here. My leaders consistently challenged me to explore new technologies and elevate my thinking. As a result, I’m leaving CP with a deeper understanding of how to uncover an audience’s motivations and interpret them effectively.

The most valuable lesson I’ve learned is the creativity that comes with being a strategist. It’s not just about gathering research—it’s about translating insights into relatable, human terms that illuminate what drives an audience. CP’s approach of thinking like a cultural anthropologist, rather than just a strategist, has completely reshaped how I approach consumer research and insight development.

Ella Schroeder, Strategy Intern
Boston University

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I believe that we grow through challenges, and learning to use Adobe Premiere was no exception. At first, editing with this tool felt difficult and frustrating, but I didn’t let that hold me back. Through hard work and persistence, I was able to overcome the obstacles it presented. Now, I’m both proud of my progress and confident in my ability to tackle similar challenges in the future.

This internship also gave me a deeper understanding of how complex launching an ad campaign truly is. With so many moving parts and people involved at different stages, I’ve gained a new appreciation for the process. While I initially focused on the creation of materials, I now have a greater respect for the importance of pre-production.

Abby Rhodes, Maker/Video Production Intern
Clark University ’24

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My time at CP taught me more than just technical skills—it nurtured a sense of curiosity that pushed me to dig deeper, question the numbers, and approach problems with a “how can I improve this?” mindset. I also honed my ability to communicate data insights clearly, making them accessible to anyone, no matter their familiarity with data.

One of the most rewarding experiences was a team sharing session where we learned from each other’s journeys. Hearing how my teammates tackled challenges and grew through their experiences was truly inspiring. These sessions weren’t just about exchanging knowledge—they were about building connections, growing together, and understanding how collaboration elevates us all.

Mia Park, Analytics Intern
Boston College

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The most valuable lesson I’ve learned at Connelly Partners is the importance of simply starting creative projects, even when the direction isn’t fully clear. Some of my projects came with vague or limited guidance, and I realized that taking those first steps, instead of getting “stuck” at the beginning, is essential. Now, I feel more confident starting projects with minimal direction, knowing I can refine and adjust as I go.

This internship also showed me just how collaborative this industry is. While I knew creative production required teamwork, I discovered that advertising-specific production involves even more moving parts than I had imagined. Working alongside my fellow interns gave me a firsthand look at how every department plays a unique and vital role in bringing advertising projects to life. This experience has illuminated aspects of the industry I hadn’t fully understood before.

Shayna Smith, Creative Production Intern
Boston University

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Although I studied advertising in school, there’s so much they don’t teach you about how an agency operates or the many roles and people that make it all come together. During my internship, I’ve gained a deeper understanding of how agencies run and how they collaborate with clients. I’ve also had the chance to discover more about my own design style while exploring different approaches. Designing for a wide range of clients has challenged me to adapt my style to fit their unique needs, which has been both exciting and rewarding.

One of the things I love most about what I do is concepting and brainstorming ideas. There’s something so energizing about sitting down and coming up with countless ways to tackle a brief or meet a client’s goals. I also enjoy expanding on those ideas and figuring out how to bring them to life. On top of that, working with others has been incredibly rewarding. I love connecting with people, and I truly believe that collaborating can take ideas to a whole new level.

Juliana LaPorta, Art & Design Intern
The University of Alabama

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During my internship at CP, I thoroughly enjoyed getting hands-on experience with influencer partnerships, managing social media accounts, and content creation. Collaborating with my team, seeking their advice, and learning from their expertise made the experience even more rewarding. It allowed me to dive deeper into the strategic and dynamic elements of the industry.

The most valuable lesson I learned was the power of strategic thinking—how thoughtful, well-planned decisions can drive both creativity and results in campaigns. I also came to appreciate the importance of networking within the agency, building relationships, and asking questions. These connections and insights have been instrumental in helping me grow both personally and professionally.

Chloe Jackson, PR, Social Media, and Influencer Intern
College of Charleston

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During my internship, I developed valuable relationship-building skills, including the importance of being transparent, staying optimistic, and offering support to clients without assigning blame for challenges. These lessons have strengthened my ability to foster trust and collaboration in a professional setting.

My time at the agency also highlighted just how team-oriented the advertising industry can—and should—be. It was inspiring to see people from different offices, departments, and even countries come together to create meaningful results for clients. One of my career goals is to work within a team of like-minded individuals who view teamwork, empathy, and enthusiasm not as optional, but as essential elements of impactful advertising.

Ryan Long, Digital Intern
Loyola University Maryland 

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These past three months have been an incredible immersion into the advertising industry. Working across a variety of clients has helped me refine my copywriting skills and taught me how to adapt my writing style to fit campaigns ranging from shrimp to kitchen tiles.

At Connelly Partners, I’ve had the opportunity to not only contribute to diverse campaigns but also collaborate with a team of talented creatives. Seeing how seasoned professionals bring campaigns to life has been a rewarding and eye-opening experience. Beyond the work itself, the agency’s positive and open culture has made a significant impact on my time here. From the people to the company-wide events, the supportive environment has been a highlight of my internship.

Overall, this experience has strengthened my passion for copywriting and made me even more excited about the possibilities of a future in the field.

Clem Mark, Copywriting Intern/Creative
Boston University ’24 

 

As we near the end of 2024, we’re reminded of the wealth of unforgettable creativity this year has offered. From ads that tugged at our heartstrings to those that made us laugh or transported us through the magic of nostalgia, this year has been one to remember.

The Ad Age Amp community, including our very own Alyssa Toro, Sr. Partner & Chief Creative Officer, has curated the best ads of 2024. From celebrity-driven, blockbuster-worthy campaigns to imaginative animation and exceptional displays of talent, these selections highlight the creative brilliance that filled this year with joy, optimism, and inspiration.

See the full list here.

Karla Whelan, Senior Account Manager

From the moment I opened the email confirming my selection for the 2024 Female Futures Fund Programme, I felt like my heart skipped a beat. To say I was thrilled would be an understatement—I was absolutely elated! The thought of the incredible journey ahead, the inspiring women I’d meet, and the transformative opportunities this programme promised left me buzzing with anticipation.

In what felt like no time at all, I was walking into our first session, surrounded by 25 extraordinary women from across the advertising, media, and communications industries. From the very beginning, it was clear this wasn’t just another leadership program—it was an experience meticulously crafted to empower and inspire women at every level of their careers.

Each session focused on themes central to Women in Leadership, offering insights that felt as practical as they were profound. We explored everything from discovering our unique leadership styles to tackling challenges that disproportionately affect women in our field. What made it truly impactful was how tailored every session was to our real-world experiences. This wasn’t abstract theory—it was actionable advice, strategies, and wisdom I could implement immediately.

The peer mentorship throughout the programme was one of its most rewarding aspects. We didn’t just learn from the experts; we learned so much from each other. Every conversation with these talented, driven women was an opportunity to gain fresh perspectives and honest advice. There’s something so powerful about connecting with people who truly understand your journey because they’re on their own. It wasn’t just about building a network—it felt like building a safety net of encouragement, ideas, and inspiration.

What I appreciated most was the programme’s emphasis on vulnerability. Leadership can often feel like relentless pressure to have all the answers. Yet, this programme showed us that it’s okay not to know everything, ask for help, and navigate uncertainty gracefully. Embracing vulnerability became a strength, not a weakness, and that lesson will stay with me forever.

Hearing from women like Charley Stoney, CEO of IAPI, and our very own Vaunnie McDermott was nothing short of transformative. Their stories along with our other speakers were woven with authenticity and wisdom, resonated deeply—not just with me, but with every woman in the programme. They reminded us of the importance of balance, ambition, and staying true to ourselves as we navigate our personal and professional journeys.

If you’re considering applying for the Female Futures Fund Programme, let me offer this simple advice: do it. It’s a decision you won’t regret. And a heartfelt thank you to Connelly Partners for nominating me for this incredible opportunity. It’s an experience that has left a mark on me, one I’ll carry with me throughout my career and beyond.

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.

Podcast Showdown, TikTok Trends and News Influencers

The 2024 U.S. election saw creators and influencers take on a much larger role compared to prior years — from involvement at the White House Creator Economy Conference to the battle of the candidates on some of the nation’s biggest podcasts.

During this political cycle, election campaigns increasingly leveraged influencer strategies, particularly through long-form podcasts on YouTube and Spotify and short-form content on TikTok. Even as candidates and creators debate the ongoing challenges and risks associated with using influencer marketing for political campaigns, creators have undeniably become a core part of political culture and strategy.

Global Director of PR, Social Media, and Influencer Marketing Alyssa Stevens shares her perspective on how creators and influencers could reshape politics.

Read more.

Gene Begin, Managing Director, CP Education
Alyssa Stevens, Global Director of PR, Social Media & Influencer Marketing
Erin Mullaney, Media Director

The American Marketing Association’s (AMA) Symposium for the Marketing of Higher Education recently brought together more than 1,800 attendees from colleges, universities and higher education partners, the largest gathering in the history of the event AND the largest-ever symposium event for AMA, no matter the industry. 

The conference highlighted the importance of understanding people—especially the varied mix of higher education stakeholders—and the ways in which inclusivity, authenticity, and personalization are shaping higher education marketing. Here’s four themes we gathered from the insights shared.

Put People at the Center of Your Marketing: From Storytelling to Crisis Management

At the heart of the AMA Higher Ed conference was a call to center “people” in all aspects of marketing. This theme was underscored by nearly every keynote speaker. Whether discussing student-centered creative, generational differences, storytelling or crisis management, having a people-first mindset to your marketing and communications was paramount.

Keynote speaker Steve Robbins challenged the audience to rethink inclusion and recognize that our brains are wired to seek belonging. Our brain desires two things: to be part of a tribe and to be valued by that tribe. Yet, we also struggle when it comes to embracing difference. This makes inclusion a deliberate effort—especially in the context of higher education marketing where diverse student populations demand more than token gestures of representation.

Inclusion can’t be just a buzzword—it requires intentional action, thoughtful representation, and commitment to fostering a sense of belonging for all audiences. After last year’s Supreme Court decision on affirmative action, intentional inclusion marketing strategies are even more important than ever.

Authenticity, Trust and the Power of the Messenger

A significant portion of the event focused on the evolving expectations of Gen Z and Gen Alpha—two generations that are shaping higher education. 

“The messenger matters” was not only a great session led by Jeremy Tiers from Tudor Collegiate Strategies and Brian Piper from the University Rochester, but it was also a recurring theme throughout the conference. It’s no longer enough to create great content—you also need to think about who is delivering that content and how they resonate with your target audience.  Considering prospective students often are creators themselves, they are increasingly turning to social media influencers and content creators as their trusted sources for information due to the authenticity of their message.

This need is exacerbated by the general distrust these generations have in established organizations. This skepticism even extends to established digital platforms. YouTube and TikTok have overtaken Google as the preferred search tool for these generations, despite Google’s 88% share of search engine advertising. YouTube is also eating into the podcast space of Apple and Spotify due to video becoming a more preferred modality for podcast viewing.

Additionally, personalization is an important strategy to gain trust and show prospective audiences you are authentically trying to build a relationship with them. While only 18% of students believe higher ed’s communications feel personalized (per Tudor Collegiate Studies research), one college they worked with tested the impact of personalized, one-on-one counselor interactions and saw the likelihood of enrollment increase by 2.8 times. This kind of personalization can be a game-changer for colleges looking to convert prospects and applicants into enrolled students.

This session also made me think more deeply about what “feel” means when prospective students say that “it just felt right” when being asked why they chose a particular institution after a campus visit. More likely than not, that “feel” was generated by human interactions with the community. And research from the Edelman Trust Barometer confirmed that humans are the most trusted source of information, not a surprise considering word-of-mouth is still the most successful marketing tactic of all-time! 

Institutions that prioritize human connection—whether through counselors, faculty, parents and families, or peer networks—will gain a competitive edge in this era of distrust. With search intent and authentic messaging preferred on social channels, higher ed marketers need to shift their approach to prioritize these channels. If you want to stand out, use influencers who feel authentic and relatable, and focus on building personalized experiences that demonstrate a genuine investment in student success. 

Reframing Marketing for a Low-Trust World

In addition to influencer marketing in education, sessions explored other strategies for succeeding in a low-trust world. In a time when misinformation runs rampant, higher education marketers need to embrace “non-obvious thinking,” as coined by keynote speaker Rohit Bhargava. A few of his standout recommendations included:

• Stand for something – Develop a clear institutional identity and mission, and tell that story consistently.
• Embrace the conversation – Engage in two-way dialogue with prospective students and families. Marketers need to be listeners as much as they are speakers.
• Expand your audience – Diversify your approach to recruitment, focusing not just on traditional high school students but also on adult learners, international students, and underrepresented groups.

To break through the noise, higher ed institutions need to differentiate and be bold in standing for values and missions that resonate with the students they seek to enroll. The sheer volume of tuition increases and the increased competition for students has made differentiation more critical than ever. In the last 18 years, tuition industry-wide has skyrocketed by 506%, and yet many institutions still rely on the same tired marketing tactics based on geography, demographics, or selectivity.

VIV Higher Education led a session with great recommendations on the digital advertising front. They suggested your targeting strategies should aim to connect with students who are similar to those who already enrolled—focusing 80% on list-based targeting efforts and reserving 20% for experimenting with new audiences. Additionally, institutions must consider the full funnel of recruitment, allocating marketing budgets across awareness, recruitment, and advocacy stages.

They typically recommend 10-30% of budget in awareness, 60-80% in recruitment and 10% in advocacy.

With the long decision cycles for both undergraduate and graduate prospective students, creating awareness and nurturing long-term relationships is essential, so we would recommend the higher end of those awareness budget percentages. Additionally, every graduate program is unique, so whether using an area-of-study cluster strategy or a priority-program advertising approach, tailoring it to your specific university’s portfolio is important.

Summary

As higher education marketers, the time has come to embrace a people-first approach, grounded in authenticity, personalization, and inclusivity. The changing landscape requires a shift from traditional, one-size-fits-all marketing tactics to a more nuanced, human-centered strategy that resonates with today’s diverse audiences and skeptical, value-first populations. By incorporating some of these insights from AMA, institutions can build stronger connections with prospective students and position themselves for success in an increasingly competitive market.