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.

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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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.

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.

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.

Colin Hetherington, Managing Director of ZOO Digital, spoke with Silicon Republic about the changing world of digital advertising, his company’s expansion to the US and the changes AI will bring to the sector. With two decades of experience in the space, Colin has watched the industry grow from its humble beginnings of banner advertisements to the powerful entity it is today. He shares that AI and machine learning will play a more significant role in the future of digital advertising, as companies and consumers alike have taken a greater interest in this technology over the past year. 

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The Out of Home Advertising Association of America has announced the winners of this year’s OOH Media Plan Awards, which recognize the essential role media planning plays in the development of successful OOH campaigns. Recipients of the award demonstrate how the elements of creative design, thoughtful placement of messages, and proper allocation of budgets unite to produce outstanding communications strategies. Winners tap into the emotional fabric of society and promote inspiring messages that elevate the industry. 

The Williamsburg Tourism Council’s “Life. At Your Pace” OOH activation, which launched in early 2023, has won a Gold Award for OOH Media Plan of the Year. We are honored to be among this year’s recipients. 

Learn more about this year’s awards here.

Brandy Shabowich, Marketing Manager

I vividly remember the day when Connelly Partners unveiled the CP Abroad Program. It seemed unreal that I could have the opportunity to live and work abroad for an extended period of time with colleagues from another CP office. Of course, I’d be lying if I didn’t say that it was also a little anxiety-inducing, especially as someone who had never lived, traveled, or even been on a plane alone before. 

I knew that this was a once-in-a-lifetime opportunity and with this in mind, I submitted my application. I told myself that no matter how “scary” it might seem, personal growth only comes when you step out of your comfort zone and push those intrusive thoughts away. So, on September 29, I stood in Logan Airport by myself, passport in hand, and boarded the bright green plane to Dublin. Seven hours later I had my first European stamp in my passport. One thing that stood out to me on my trip so far was the kindness and friendliness shown to me by everyone I encountered. It didn’t take long for Dublin to feel like home. 

I was completely on my own which was the most freeing experience I’d ever felt in my life. I had to do things for myself, speak for myself and just figure it out. I finally realized that I could do what I wanted, when I wanted, at the pace I wanted. I traveled all around Ireland, alone. I went horseback riding, on a trail that was definitely not suited for a beginner like me. I was swept away by the beauty of Ireland. I am not kidding when I say that my jaw literally dropped on numerous occasions. Most importantly though, I met and connected with new people, from around the world. And I can’t forget to mention all the animals I saw. Especially the sheep. There were lots of sheep. 

In the CP Dublin office, I was blessed to work alongside a stellar group of individuals. There was such a close-knit feeling among them and by the end of my first day, I felt like I had been working there for years. Each CP office has its own unique benefits and what I learned in Dublin is how seamlessly collaboration flows. Everyone sits together, which makes it so easy to approach one another. You don’t need to walk across the building to get to them. 

My personal favorite observation came around lunchtime. Everyone left their desks to eat lunch together. No computers, no work. Just an actual break for lunch. In America, it’s common to eat lunch at your desk while working. I am guilty of this. But, while I was away, I embraced this practice. I got to know my colleagues on a more personal level and shared in so many laughs. Regardless of department, age, or position, folks just spent time with each other. It taught me the importance of remembering to prioritize yourself and your mental health. 

From working with my fellow CPers in Dublin to embracing a new culture, and exploring on my own, I know now that I am capable of accomplishing whatever I set my mind to. If I could tell a past version of myself anything, it would be a reminder to be open to learning and connecting with others. Throughout my journey, I met so many amazing people from all different walks of life. Living and traveling solo might seem daunting at first, but you need to take that first step to see how empowering it actually is. Just use your head, be smart, and most importantly, believe in yourself.

This blog wouldn’t be complete without travel details, so here are a few: 

• My favorite memories include horseback riding in Enniskerry, seeing the Wicklow Mountains, and watching a sheepdog demonstration near Glendalough.
• Farthest solo adventure: train trip to Cork, Cobh and Blarney Castle (yes, I kissed the Blarney Stone).
• Most spontaneous trip: visiting ancient ruins and burial grounds of the Boyne Valley, and contemplating what life was like thousands of years ago.
• After my time in Ireland, my mom joined me in London and Paris. The Changing of the Guard, Churchill War rooms, and lunch in the Eiffel Tower are all highlights.

Gene Begin, Managing Director, CP Education

I recently attended the 2023 AMA Symposium for the Marketing of Higher Education. It is one of my favorite higher education conferences and one that I have found is a must-attend for college and university marketing leaders. This year’s conference was its largest, with more than 1,500 attendees. While I unfortunately missed Day 1 sessions due to travel issues that I will not burden you with, there was still so much connection and content to take away from the last two days of the conference. From change management to Generations Z and Alpha to the importance of relationships, here are some insights that I gleaned from the sessions and conversations that I was a part of. 

Managing Change

It is no secret that higher education has been seeing a lot of transformation lately and change management was certainly a prevalent topic at the conference. First and foremost, it needs to be acknowledged that in addition to the industry, we as individuals have also gone through change. Secondly, many marketing teams have experienced turnover, whether from employees within the team or in connection with leadership at the institution. Presidential, executive and departmental leadership turnover has been more frequent than ever before.

To help navigate this change, two concepts really resonated with me on this topic: rugged flexibility and intentional redundancy.

Rugged flexibility was a framework discussed in Brad Stulberg’s keynote, “How to Excel when Everything is Changing.” He defines it as a gritty endurance, an anti-fragility that not only withstands change but thrives in its midst. To thrive, you need to understand the “inescapability trigger.” This thought is that once we come to the realization change is inevitable, cognitive and creative capability increases. 

While in a room of marketers, Brad shared a different set of 4 P’s to manage change: pause, process, plan, proceed. If you think about change as a conversation you are involved in, rather than something that is happening to you, you naturally become more active rather than reactive. And when practiced over time, you actually start to become proactive.

Another session that helped prepare leaders for change was “Lessons for Leadership” with two marketing leaders from Skidmore College, Julia Marco and Sara Miga. Any partners who have worked with me recently know how much I adore Skidmore College, with their institutional brand statement and shared belief that Creative Thought Matters. They communicated that belief for decades and have stuck with it. That is a brand.

While a shared belief is important for any team to rally around, this session walked through a very relatable story of MarComms departmental change, starting with multiple instances of leadership turnover over a short period of time. These two leaders grew within the organization and multiple times experienced taking on responsibilities they weren’t prepared for and weren’t originally expected to do. 

Two pieces of advice they shared that need to be amplified:

1. If you’re taking on more work, document it. You deserve more. Capability does not equal responsibility.
2. Intentional redundancy is crucial for succession planning.

The latter is crucially necessary not only for departures, which can sometimes be exacerbated by crises like a pandemic in their case but also for coverage when people are out of the office for any reason. Work/life balance has become life/work balance. Be intentionally redundant to accommodate for your team’s needed time away from work.

Talkin’ ‘Bout New Generations

There were multiple sessions on generations, in particular Gen Z and Generation Alpha. To level set what ages we are referring to, Gen Z is typically defined as individuals born between 1997 and 2010 (ages 13-26) and Gen Alpha being born after 2010 (i.e. 12 and younger).

In the session about Gen Z, Morning Consult shared some insights from their most recent “Most Trusted Universities survey.” As is typically the case, recommendations from family and friends were most influential in the college search process for prospective students and their families. In terms of trust, students trusted online/social influencers twice as much as their parents, who trusted guidance counselors twice as much. For both audiences, student and alumni perspectives were more important than those of academic influencers and faculty.

For both Generation Z and Generation Alpha, authenticity matters. They want to hear from students first and foremost. In the keynote panel on Generation Alpha, it was discussed how social content managers have essentially become social influencer managers. This could not be more true. When I was most recently at Wheaton College in Massachusetts, our social media lead’s management of our paid student ambassadors and organic student-first stories really WAS the content strategy. While some intentional feature and benefit promotion was always mixed in gently, shining a light on student stories and experiences was the authentic content prospective audiences engaged with.

While there are differences between both generations as well, it’s important to market these similarities, as they can shape your content strategy to appeal to a wider audience. I personally think it’s still too early to tell exactly how Gen Alpha’s beliefs, interests, and purpose are going to be defined. Yet, we can likely predict how their decision-making as consumers is going to be shaped. As has been the case for most generations, word-of-mouth will build trust, and in today’s environment, that advocacy is shaped by influencer marketing. 

Relationships Matter

Whether an individual session, a takeaway from an entire day, or a theme from the conference as a whole, one thing stood out above all: relationships matter. Relationships matter personally, they matter professionally, and they matter in marketing. 

Building a relationship with your consumer – no matter the industry – is the thread that links you together. It could be an emotional connection. It could be an impactful experience. It could be a referral from a trusted contact. This post’s previous section about influencer marketing and advocacy within Generations Z and Alpha certainly speaks to relationships with brands beginning with a recommendation. There is an unspoken trust living within that referral and trust is the foundation of any relationship.

This was my first AMA in five years and my first in-person conference since pre-COVID times. It had been a long time coming and despite my delayed travel in getting there, it was well worth the wait. I was able to connect with so many past colleagues, current partners and friends, while also meeting future ones. As a lifelong learner, there is an energy and momentum that comes with learning from and with colleagues.

But what matters most from a conference such as this are the relationships that are formed and furthered. The relationships I have made in higher education have been long-lasting and invaluable. They have led to personal friendships, professional partnerships, and the sharing of memorable life moments. Relationships matter.

Steve Connelly, President & Copywriter

Connelly Partners is about to embark on a big anniversary – 25 years in this business. Not many make it this long. And while one can never discount the roles both luck and hard work have played in our success and longevity, I am convinced that our mission and mandate from day one to stay moving, to keep reinventing/reinvesting, to never be a sitting duck, have been a major factor in our success. While we’re not reckless, we do embrace calculated risks and move with purpose. 

As we set our sights on our 25th year, we find ourselves competing in a different world, working in different ways, and standing on a different platform. A global platform. Today, Connelly Partners is an independent global agency with 150 employees across three locations in Boston, Dublin & Vancouver. That’s certainly impressive and allows us to compete for opportunities we might not have been able to in earlier years, but what makes us stand apart is not just that we have 150 people. It’s how we are actively investing in bringing those 150 people together. While we are not perfect, and we have much left to do, our intent is to create something that our business has never seen – a truly integrated group of people who live all over the globe, but know each other, respect each other, listen and learn from each other and can come together in ways that benefit both client and employee. Simply put, we believe our clients get bigger ideas when we shrink the world.

I just used a derivative of a word you’ve probably heard tossed about quite a bit in the last few years – integration. I’m going to ruffle some feathers here – but it’s total B.S. Simply having different skill sets available does not guarantee an agency will not still work in silos. Sounds really cool when an agency says they have an integrated offering, but I’m willing to bet they do little to nothing to create a culture and atmosphere that encourages people globally to actually work together. To build one culture together. To worry not about whose P&L client revenue goes to, but rather worry about the client challenge and inviting a wide range of people to the table to sit and solve that challenge.

Let the other agencies talk about integration. It’s a cold, mechanical word anyway. Let’s talk about how we at CP are devotees of convergence. Integration might be people sitting together. Convergence is ideas coming together. Actively, aggressively, relentlessly.

Now creating convergence requires two things holding companies don’t want to spend – time and money. Convergence does not come cheaply or quickly.

At CP, we’re committed to investing our time and money in ways that bring our people closer, to create the familiarity, honesty and respect needed to create bigger ideas. We’ve made strategic acquisitions, invested in new verticals and leadership, filled gaps within our offering, reinvented employee experience and converged skillsets & mindsets for a stronger CP. 

Again, we are not perfect. But we are not standing still either. Never have, never will.

To that end, we have a whole lot going on right now that we are going to start shouting from the rooftops. We’re launching CP West, our new West Coast office, born from CP’s acquisition of VRX Studios. We’re strengthening CP’s position as a global digital leader. ZOO Digital – a Dublin-based, digitally-driven creative agency that joined the CP family a few years back – will be expanding into North America – and will serve as CP’s Digital offering globally. We’re bringing CP Education, a new dedicated education practice to market as part of our integrated offering. And this follows our launch of CP Health in 2021. 

Lots of news converging at once. See what I did there?

CP never sits still. And we hope that 25 years from now we’re still the restless industry agitators we are today.

Rock on.

Additional coverage:
AdAge: Connelly Partners Launches West Coast Office, Expands Digital Expertise and Education Offering
Adworld: ZOO Digital to Lead Global Digital Offering for Connelly Partners
Business Plus: ZOO Digital Extends Reach Into North America
IAPI: CP Strengthens Digital Offering With ZOO Digital Expansion
MediaPost: Connelly Partners Launches Major Expansion Plan
Strategy: Connelly Partners Expands Into Canada With Vancouver Office