International Women’s Day is a time to celebrate the many achievements of women throughout history and bring awareness to inequalities that still exist today. In recognition of this important, global holiday, we asked some of our female leaders from across the CP family of offices to reflect and respond to a question about their accomplishments, influences, and the impact they’ve had on their peers as women in leadership.
How do you hope to have been an influential figure to your peers?
To be creative, you have to appreciate all perspectives and unique voices. I’d like to think I’ve encouraged people to show up authentically and without pretense. I strive to create a space for each voice to be heard and ideas to surface without judgment, allowing them to breathe and evolve into something unexpected. I would hope that I’ve set an example that in order to be a successful creative leader, you need to be equal parts challenger and nurturer. I’ll continue to set high expectations but navigate the process with kindness. It’s a tough but necessary balance.
Alyssa Toro Sr. Partner & Chief Creative Officer Boston
What accomplishment are you most proud of as a professional?
I am really proud that I successfully switched careers three times over the past 25 years. I pursued my dreams and was not afraid not to follow the conventional career path, although my passion for marketing and advertising was always part of those careers.
It took a massive leap of faith, and self-belief, to leave a very well-paid job with Ireland’s largest TV, radio & online platform, fulfilling a dream to open my own business. Not choosing the safe route taught me that if you have a good work ethic, are resilient, persistent and are prepared to put everything into making a decision a success, there is no reason not to succeed.
What is something you are grateful for as a woman in business?
I’m grateful for the team of amazing, diverse women that I am blessed to be a part of – mentors who have helped me grow over the years; peers who have developed through similar trajectories as I have, balancing years of raising children with also managing a career; and most importantly, my younger colleagues, who have risen through a very different set of circumstances in college and their young careers that constantly challenge me to think and do things differently. I learn from this group every day – and it’s both humbling and inspiring – and makes me always aware of the impact we have on each other in this business.
Michelle Capasso Partner & Director of Media Services
Boston
In your opinion, who is the most influential female professional/historical figure and why?
Michelle Obama has used her platform to make people feel seen and heard. With an eye toward our industry, I’m inspired by how she’s used entertainment and storytelling to broach challenging topics and make them approachable while also elevating diverse voices and perspectives. As a new mom, I appreciate how she’s balanced her work and family life – and kept it incredibly real about what that looks like, even if it’s not always rosy.
Claire Eisenberg Director of Corporate Communications
Boston
The 2023 theme of International Women’s Day is #EmbraceEquity. In the spirit of this theme, what does this mean to you? How do you embrace equity?
For giggles, I asked Chat GPT what it means to EmbraceEquity — this is what I got:
“Embracing equity means recognizing and actively working to eliminate systemic barriers and injustices that prevent individuals or groups from accessing opportunities and resources fairly.”
This is eerily accurate, considering that it was generated by an AI Chatbot.
But in all seriousness, this is close to what it means to me to Embrace Equity, as evidenced by my financial and physical support of the YWCA. I’m on the Board of Directors of the Delaware affiliate and have been a long-time leadership donor. This organization truly embodies my passions in its mission: To empower women and eliminate racism.
To me, Embracing Equity also means recognizing, celebrating and embracing all of the differences, life experiences, cultures, food, music, histories and traditions of all of those around me, and seeing what I can learn as a result.
Michele Hart-Henry Managing Director, Connelly Partners Health
Boston
What is one thing you hope to do to help advance women in your lifetime?
I hope to help demolish cultures of overworking & burnout. Traditionally, the choice or the desire to have a work/family/life balance has been viewed (in particular for women) as a choice that holds them back. The problem is not the choice to prioritize balance, but the cultures of overworking and burnout that make this choice necessary. I hope in some small way, in my own circles and organizations, to be able to create and nurture environments where these choices aren’t necessary.
Emily Kozniuk Director of Brand Services, VRX Studios
Vancouver
What is one small way you are showing your support and appreciation for the women in your life? How are you celebrating/observing International Women’s Day?
This International Women’s day I’m reflecting on and deeply missing one of the most impactful women in my life… my best friend Sonya, who passed away from cervical cancer (a uniquely women’s disease) in November. So I am showing support and appreciation to her two beautiful daughters and to all who loved her. And I will never take for granted all the strong, resilient and fabulous women who are in my life; my Mum, sisters, daughter, friends & CP colleagues.
Mary McMahon Group Strategy Director
Dublin
Look back at the little girl you once were. What is something that you’d like to tell her?
I would tell the little girl that I once was that hard work, determination, and passion are the three essential components to creating longevity in your career and fostering a work environment that feels equal parts rewarding and exciting. Believe in the power of manifestation. Not everyone is going to like you or believe in what you do, so be your best advocate and trust in yourself and your abilities. Write down your career-defining moments and the compliments that you receive along the way, so you can look back on them when you need an extra boost or reminder that you are good at what you do! I would also remind her that there will be adversaries along the way, but it’s important to stay resilient and positive. Lastly, I would advise her to prioritize self-care and never forget to take time for herself and her loved ones amidst her busy career. Life is short…enjoy it.
Alyssa Stevens Director of Public Relations & Social Media
Boston
What does International Women’s Day mean to you?
Marking a specific day in honour of International Women’s Day is an inspiring reminder that gender inequality is still prevalent and that much work still needs to be done to achieve balance. Personally, the day acts as an extra nudge for me to ensure that as a senior leader, I continue to play a role in moving our working environments forward and achieving gender parity so that the women that come after me do not have to face the same challenges that I have had to.
In truth, the week leading up to and after also has me fired up as I read never-ending stories of unjust discrepancies between men and women. At times shocking and at times deflating, it is also inspiring to witness how many of us are intentionally and meaningfully creating change. I do strongly believe that this change also needs to occur multi-generationally – there must be a focus to educate children, both female AND male about gender parity and what they can do to shift the future. Here is an oldie but a goodie that I like to share to illustrate this.
Nadine Cole President, VRX Studios
Vancouver
Think Business: Vaunnie McDermott: The Digital Future of Advertising Is Human
Vaunnie McDermott, Managing Director of Connelly Partners Dublin, was the latest guest on John Kennedy’s podcast for Think Business. In it, she talks about how the digital future of advertising is… HUMAN. It’s that human-centric approach that’s CP’s key to understanding target audiences and creating work for clients that moves the needle. Not to mention, it’s that process and anthropological mindset that has also helped the agency land major wins like the National Transport Authority.
Vaunnie has had a remarkable career. Including 20 years of advertising experience alone! After various positions in Paris, including work as an Au Pair and later a legal secretary, and working alongside Christine Lagarde (ECB President), Vaunnie went back to school to earn a degree in European Business with French and German.
After she had her second child, Vaunnie plunged into entrepreneurship and opened her own business, Pinkie Hand & Foot Spa, which she ran for ten years before returning to the world of advertising in 2016.
Have a listen to the full podcast episode below.
The Athletic: Mike Krzyzewski Finds Purpose, Peace in Life After Duke Basketball Retirement
The Athletic’s Brendan Marks caught up with Coach K on the set of our V Foundation campaign shoot at NC State. Recently retired Coach K, a friend of the late Jim Valvano, has been continuing the V Foundation’s founder’s legacy by serving as a board member of the organization and hosting events. He is set to appear in a new campaign launching in March.
Take a read here for a glimpse at what’s to come in Coach K’s second act, including his continued involvement with the V Foundation.
The Boston Globe: From Jen and Ben to M&M’S, Here’s the Super Bowl Ad Breakdown
The Philadelphia Eagles and the Kansas City Chiefs went head-to-head at the biggest football game of the year on Sunday – the Super Bowl. But for many viewers, the real action was happening between the plays.
Watching the Super Bowl’s over-the-top, star-studded commercials is nearly as time-honored a tradition as watching the game itself. The coveted spots typically air to upward of 100 million viewers, and this year, companies shelled out $6 to $7 million to broadcast their 30-second spectacles.
CP’s chief creative officer, Alyssa Toro shared her thoughts with The Boston Globe on what makes a great Super Bowl spot. She shares that Super Bowl ads are “typically very loud, very gregarious. People want to be entertained obviously, they’re very heavy on celebrities. But as somebody who’s in the industry, I’m always looking for the ones that are smart and a little quieter.”
With that in mind, The Boston Globe broke down the trends that stood out this year and highlighted some of the standouts.
MediaPost: Crunchy, Not Greasy Seafood. Gorton’s Air Fryer Taste Without the Air Fryer
Manufacturers of air fryers probably won’t love the new Air Fried product line from Gorton’s Seafood. That’s because the frozen fish fillets and butterfly shrimp have already been air fried and can be prepared in a conventional oven, without an air fryer—the kitchen appliance made popular by pandemic-induced, at-home cooking.
In the leadup to this week’s campaign launch, Gorton’s relied heavily on TikTok to tease and then reveal the Air Fried line.
Later this month, Gorton’s will launch an augmented-reality feature involving a filter to “gamify the product and make the brand have a bit more personality,” shared Alyssa Stevens, Director of Influencer Marketing and Social Media.
Marketing Dive: How Gorton’s Seafood Is Using TikTok for a Product Launch
Gorton’s social-first approach sees the 170-year-old brand looking to strike a connection with Gen Z and millennials. Ahead of its latest campaign, the brand ran a strategic program to grow its social media following, amassing more than 65,000 followers on TikTok. Today, it has escalated to 90,000 followers.
To build excitement for the air-fried product launch, Gorton’s enlisted a handful of creators who posted teaser videos featuring the brand’s iconic yellow slicker coat. On launch day, many of the influencers incorporated the product into recipes, emphasizing that the products were already air fried, so the only appliance needed was an oven.
Over the coming month, more content is expected to drop, including an AR filter that allows users to “try” Gorton’s Air Fried products by catching them in their mouths using the filter. Since launching the campaign, #gortonsairfriedlaunch has gathered over 68,000 views. Creators are increasingly becoming a marketing staple, with 66% of brands last year having upped their spend on such efforts.
Recap by Brandy Shabowich, Assistant Marketing Manager
On Sunday, February 12, millions were watching Super Bowl LVII. Roughly 50 minutes of the game were dedicated strictly to TV ads and a 30-second spot cost $7 million for media alone. With this in mind, brands had to be smart about how they captured viewers’ attention and the message they shared. They were up against numerous other brands, all competing for the same mental real estate of viewers. They walked a fine line between needing to fit in and, at the same time, standing out.
Ahead of the Big Game, CP’s strategy and creative teams shared their take on this year’s TV spots. Were they worth the millions of dollars to make and place? Or did they miss the mark?
Complete with a star-studded cast of actual rockstars, this spot played on the common corporate usage of the word “rockstar.” Rock legends like Ozzy Osbourne, Joan Jett, and Billy Idol explained what the word actually meant.
Comical and entertaining, with high-profile cameos and a clear message throughout, we believe that this was a traditional and successful Super Bowl spot. This, for lack of a better word, rocked and was one of our favorites. We believe it was a fan favorite as well.
There were no Clydesdales from Budweiser this year. Instead, Budweiser opted to reach a younger audience by emphasizing the powerful force of human connection. Was it beautifully shot? Yes. Was it a spot that was easily remembered among the 80 others? Not really. We believe that the $7 million could have been spent differently.
3. Alaska Airlines Visa Card “French Tuck”
In this spot, TV personality Tan France quickly ran through the list of perks that come with the Alaska Airlines Visa Card. All that was missing, he explained, was the “French Tuck” as he placed the card in his wallet. There was nothing particularly memorable about this spot and we feel the creative fell short. It’s more important than ever for brands to capture viewers’ attention, even with a regional Super Bowl ad buy – and this didn’t cut it for us.
John Hamm and Brie Larson found themselves in a refrigerator, representing their namesakes, ham and brie. With Hellmann’s mayonnaise, they were dinner – for comedian Pete Davidson.
A main point in Hellmann’s strategy is that with their product, no leftovers will go to waste. The spot made one reference to this and if you weren’t listening, you likely missed it. And we think that was a miss.
With this in mind, we do not believe this was worth the money it took to produce and place.
The Sanders family reunion turned into a competition, with the various family members showing that they were the strongest. Highly symbolic, this spot demonstrated how the brand’s variety of offerings are loaded with protein to help make you stronger.
We don’t think this spot was particularly memorable but Oikos reported an increase in sales after last year’s ad. Featuring much of the same cast, this spot is a sequel to 2022’s “Strong.”
While hosting a party, Kevin explained that DraftKings is giving everyone a free bet. After each line of dialogue, we segued to guests whose names matched the last word Kevin said. Big Papi, Ludacris, The Undertaker, and Tony Hawk all make appearances in this spot, which we feel quickly got out of hand.
With its slapstick humor, puns, and the great cast of celebrities, we feel that this had the makings of a great Super Bowl spot, but it quickly derailed, becoming increasingly chaotic and then abruptly ending.
7. Sam Adams “A Brighter Boston”
Your Cousin from Boston fantasized about a Boston where everything is brighter. We saw various situations in this new city. People were friendly, welcomed Yankees fans with open arms, and advocated against talking trash. Ultimately, this all turned out to be a daydream.
We were split on this one. On one hand, it clearly resonated with folks from the Boston area and was entertaining to watch. On the other, if you aren’t a fan of the Sam Adams spokesman or are not from the area, this would not have been enough to capture your attention.
Inside Out: The Transition From Higher Ed to Agency Partner
Gene Begin, Managing Director, CP Education
Day 8. In a way that causes much annoyance and anger for those who know me. Eight is my favorite number and many decisions in my life are strangely shaped by my infatuation with it. What better day than Day 8 then to write a blog post about my transition from inside higher education to an outside partner and add some context to what starting as the inaugural Managing Director of CP Education actually means to me and Connelly Partners.
I would be remiss in not sharing that leaving Wheaton College Massachusetts after becoming its inaugural VP of Marketing & Communications seven years ago certainly came with sadness. I learned so much from so many during my time within that amazing environment and I will take that knowledge and evolved mindset with me forever. From a brand strategy framework redesign and a college-wide website reimagination, to bringing enrollment marketing in-house and finding continued success despite the pandemic, a new foundation of integrated marketing was built to showcase the Wheaton story and brand to new audiences and advocates.
After 23 years in higher education, it was important for me to still be connected to the industry and continue to market and showcase the value of education to change lives. I have found so much joy in being part of brand evolution and digital transformation at multiple institutions and I really wanted to bring that energy, excitement and evolution to more organizations. As CP’s first managing director within the education vertical (BTW, we have an amazing practice for the health industry that I have already learned so much from!), I will get the opportunity to work with new and existing education clients on brand strategy and integrated marketing to digital transformation and media campaigns.
What I have discovered as I grow older (I mean, more experienced) in my career is that I have an entrepreneurial bug to build within established organizations. Having been at Babson College for 15 years as both an employee and a student, and intimately involved in the promotion of entrepreneurship as a mindset and not simply a start-up venture, I certainly can attribute my interest to that education, experience and environment.
I may have a fear of starting something on my own, but I’m glad Steve Connelly did not in 1999. The opportunity to work with the leadership, senior partners and talent within Connelly Partners had always been an intriguing idea, something that was not quite dormant and ready to be activated. I have long admired CP throughout my career from close (as a client for five years) and from afar (as we built our Wheaton MarComms division over the past seven years).
The education marketplace is at a transition point that is ripe for marketing excellence. The value of higher education in particular is often being questioned and sometimes being attacked as there is a lot of angst and disgust with it within some factions of society. Price sensitivity and a more educated, digitally-fluent consumer has also led to a more authentic search process for education seekers. Audiences are driven by truly understanding the value of the offered experience by matching the student needs and desires with the why and expertise of the educational organization. Delivering and amplifying the right message of your purpose at the right time to the right audience is more crucial than ever. This is why I’m excited to build upon and amplify the great work CP has already done in the education industry and help deliver solutions for even more educational organizations to showcase their why.
Unrelated, but if you did make it this far and enjoyed the randomly intentional references to the movie Inside Out, a sequel is coming out in 2024.
Yahoo! Finance: Marketing Efforts Resulted in $832 Million in Visitor Spending in Williamsburg Area Last Year
Exciting client news! The Williamsburg Tourism Council recently announced the success of its advertising over the last year. Williamsburg’s investment of $11.5 million in ad placements has influenced over 430,000 trips to the destination, generating over $830 million in visitor spending as a result. In addition, the Tourism Council’s advertising in 2022 reached 10 million households, a significant increase from 2021’s 4.4 million.
In Business: The Rise of Financial Institutions Using Influencers on TikTok to Reach Younger Audiences
Alyssa Stevens, Director of Influencer Marketing, chatted with In Business on Ireland’s Radio Kerry about influencer marketing and #finfluencers on TikTok. During the segment, Alyssa shared that traditional marketing tactics are no longer enough to bring success. In order for brands to evolve, they need to create strategies that reach younger audiences right where they are spending hours each day – consuming content on social media, particularly TikTok. By collaborating with influencers to create authentic, easy-to-digest content, brands are able to reach potential future consumers in a new, meaningful way.
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