How do you broach the subject of encouraging people to leave money to charity in their will? It’s a tricky area, reminding people that they aren’t going to be around forever. This is exactly what Daragh Griffin, Junior Copywriter with our Dublin team, was tasked with and what led to him being shortlisted for the 2023 Cannes Young Lions.  

Instead of focusing on the darker side of this truth, Daragh looked at it through a different lens. Leaving a donation to GOAL, a humanitarian foundation that helps those impacted by natural disasters is a way to ensure that your legacy lives on. Even though a person is no longer physically with us, their impact is still felt. 

The work focused on the importance of subtlety. A signature turning into a helping hand visualizes the impact that the donor is making. The placement of the ad is also important, just like when the donor’s gift will be made, the ad is placed at the end of the newspaper.

Congratulations Daragh on this tremendous accomplishment and best of luck with the next stage of the competition.

Cannes Young Lions is a global competition for creatives under 30 years old that features categories such as Design, Film, Print and more. The winner of this competition will be celebrated at the Cannes Lions Award Show. For more information, check out the official Cannes Lions website.

Alyssa Stevens, Director of PR and Social Media
Paul M. Capobianco, Cultural Anthropologist 

We hear a lot about creating content with the goal of having it go “viral,” but in actuality, that shouldn’t be what we’re working to achieve. 

Yes, in today’s digital age, it’s more important than ever for brands to have a strong presence on social media, but it really comes down to creating content that moves the needle. Content should not only be engaging and entertaining, but also powerful enough to make people want to be part of it and share it. 

When content goes viral, it gets shared exponentially and reaches a massive audience in a short period of time. And while viral content can be highly effective in terms of brand exposure, it’s almost impossible to predict what will go viral—and if it does, it can also be difficult for brands to control.

Instead, at Connelly Partners, we like to encourage our clients to strive for “spreadable” content. 

Spreadable content is shared by multiple users across different platforms and networks but it is remixed with their own personality or experience. It’s often shared because it resonates with a particular audience or because it sparks a conversation or debate. Spreadable content has the potential to reach a large audience, but it doesn’t necessarily have to go viral to be successful. The sheer idea of people wanting to be a part of the content speaks volumes to its effectiveness. 

As marketers, we’re always trying to conceptualize how to create a memorable and spreadable moment on social media for our clients. This often comes with evaluating the risk-reward factor. Risks, albeit calculated, can often make brands feel uncomfortable, especially when those risks are taken on platforms like TikTok, which can garner high impressions and engagements. But the reward? Well, the rewards can be immeasurable when a social campaign is well-received by the public—especially when an audience is inclined to share their own spin on it!

One of my favorite examples of spreadable content is the #ThousandDollarCrocs challenge on TikTok. In collaboration with the popular artist, Post Malone, the brand asked consumers what their own thousand-dollar Crocs would look like. In turn, they received a plethora of people bedazzling their Crocs with paint, stickers, and other personal touches. So many people posted their creations that the campaign ended up resulting in nearly three billion views—and when the $1,000 Post Malone x Crocs shoes launched, they sold out immediately! 

The book, Spreadable Media, by American scholar Henry Jenkins dives into this differentiation by challenging readers’ notions about what goes “viral” and examining the factors such as audience engagement or participation against the concepts of what “sticks” and what “spreads.”

If we go back to the actual definition of a “virus” and how that ties back to social content, it makes even more sense why this shouldn’t be what we’re trying to achieve. People aren’t just acting as passive host cells by copy and pasting viral content – they are taking part in it creatively. Spreadable content is truly a remix and when someone participates in the progression of it, it has something to do with who they are, which is much more profound. We’re able to glean what resonates with people and reverse-engineer those human reasons or guidelines to then create future social content that is spreadable.

So, why should brands be open to taking risks in order to create a spreadable moment on social media? When brands relinquish some control over the creative process and allow their audience to “co-create,” the audience sees the investment on the brand side around this real and relatable content. It welcomes people into the brand’s community and invites them to contribute, thereby lifting the barrier between the brand and consumer. Authenticity is inherently spreadable, and as humans, we want to be part of something authentic.

Marketers and brands can learn far more from spreadable content than viral content because each person that participates in the content tells you something about themselves, as opposed to leaving it ambiguous through a simple “Share” button. When we encourage this shift in thinking among our clients, we’re unlocking fresh ways to express authenticity and brand values. 

At the end of the day, content is the biggest driver of your social media presence, and if you can create content that people want to actively participate in, your potential for success skyrockets. 

How does your social media measure up?

In an interview with PM360, CP’s Chief Creative Officer, Alyssa Toro, shares the lessons that pharma can learn from CPG marketing. Her big takeaway? Embrace human truths instead of medical expertise.

Using her experience with our client, Gorton’s Seafood, Alyssa shows the power – and results – of speaking to people like human beings.

When we began working with Gorton’s, we found that consumers were intimidated to cook seafood. Armed with this knowledge, we built a creative platform around trust. But we couldn’t just tell consumers to trust us, we had to earn it. Enter Poseidon, MerBros, and a Castaway. These fictional characters who know the sea best became the mouthpiece for the healthful benefits of seafood.

By eliminating the barriers and providing information on the benefits of the product through empathy, authenticity, and some fun, consumers were more willing to make the decision to purchase. It gave the brand an 11.6% sales lift.

Alyssa stresses: if we can spend more time talking to people like human beings, we’ll be far more successful in developing work that’s not only differentiating but drives results.

Check out Alyssa’s full interview with PM360.

In partnership with V Foundation for Cancer Research, founded by ESPN and legendary coach Jim Valvano, we launched a new campaign in celebration of their 30th anniversary and Jimmy V’s famous ESPY’s speech. 

In the cinematic tv spot, a cancer researcher gives a “half-time” speech in the NC State locker room, reassuring the world that a cure for cancer is within our reach. Her speech gets the nod of approval from none other than the king of coaching and half-time speeches, Coach K. 

Check out the full coverage here.

Connelly Partners is the 2023 AdAge A-List winner for Best Agency Culture! 

Over the past year, we’ve launched new programs, revisited long-standing traditions and gotten rid of what’s not working. The goal was to help employees do their jobs better, serve clients better, embrace curiosity and find the best balance between focus on CP as a business and as a place that continues to fuel and encourage employee life experience. 

We encourage employees to get outside of the office and their comfort zone, and bring those experiences back to the agency and our clients. That’s why we send employees to live and work around the world, provide a student loan paydown program, celebrate tenure with a sabbatical, and more.

With a renewed focus on our culture, clarity on what it means to us and how we can invest in CP in ways other agencies just don’t think to – we’re proud of the culture we’ve built. 

Read more about our win in AdAge here.

Check out the full list of A-List winners. 

In honor of its 30th anniversary, our client, The V Foundation for Cancer Research, launched a cancer awareness campaign featuring Coach K, the former coach of Duke University men’s basketball.

The spot titled “Halftime” features a cancer researcher delivering an inspiring locker room speech on the advancements made in the fight against the disease and the need to continue investing in cancer research to make progress in the future.

The spot ends with Coach K encouraging her on her speech and leading her out of the locker room. 

The campaign was released just prior to the start of “March Madness” and also coincides with what would have been the late Jim Valvano’s 77th birthday. 

Read more the full MM+M article here.

Additional coverage:
Ads of the World: V Foundation for Cancer Research
The Athletic: Mike Krzyzewski Finds Purpose, Peace in Life After Duke Basketball Retirement
MM+M: 5 Fresh Takes on First-Person Storytelling

Each year, the HSMAI Adrian Awards are held to celebrate achievements in marketing across areas such as advertising, digital, and public relations/communications, with a focus on travel and hospitality. At this year’s 66th annual celebration, our “Life. At Your Pace.” campaign for Visit Williamsburg, won bronze in three categories. 

• Television (Advertising Division)
• Content Marketing (Integrated Campaign Division)
• Social Media Campaign (Digital Division)

In addition to these wins, the campaign has racked up a lengthy list of accolades, including a 2021 Silver HSMAI Adrian Award last year. 

Read more about the HSMAI Adrian Awards here 

Check out some of our work for Visit Williamsburg

Check out the details on last year’s win

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.

Vaunnie McDermott
Managing Director, Connelly Partners Dublin
Dublin

---

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

 

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’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.