#holidayshutdown 

The last few years showed us all that working from home is possible, but it also taught us that being in-person is invaluable. What happens when you believe in both? The boundaries between work and home blur more than ever. 

Working is no longer limited to the office and home isn’t the safe space it used to be. Work has crept into our bedrooms, kitchens, kid’s rooms, cafés, and commutes. With constant email, Slack, WhatsApp, Zoom, and other notifications, it’s hard to create separation. Which is our new reality. 

And that’s ok. Except for the holidays. We believe the holidays are our time to reset the boundaries, even if for a short period of time. Which gives new meaning to “home for the holidays.”

Happy Holidays from Connelly Partners!

 

Alyssa Stevens, Director of PR & Social Media

TikTok’s Popularity Will Continue to Grow

We’ll see even more brands capitalize on the platform’s viral nature from both a creator collaboration and owned channel standpoint. With Instagram trying to keep up by prioritizing Reels (and as a result, turning off the influencer community with its algorithm changes) and Twitter ending Q4 in a period of unrest, TikTok will be the platform of choice for both creators and brands. The platform’s captive audience, paired with its increased efforts to support its creator community, foster the perfect environment for brands looking to gain brand awareness through engaging, short-form video content.

The Roles of Creators vs. Influencers 

We expect to see brands’ investment towards influencer marketing increase. Creators and Influencers are the editorial and advertising mediums of the future, and we will continue to see brands leverage their creativity, content creation skills, and audience. While the terms “influencer” and “creator” have become somewhat interchangeable, we’ll begin to see clearer delineations between the two, especially in terms of how brands use them. Brands will tap into creators as a content vehicle, utilizing that content to power their social media, website, paid social, and the like. Separately, brands will look to influencers to rent their audience as a way to bring greater awareness to their brand and that content. Both creators and influencers are equally important to the social equation and brands that “win” will know how to capitalize on the strengths of both. 

Shift in Attitude Towards Social Media Usage

We’ll see a shift to more interest-focused rather than social-focused social media usage. With the mass adoption of TikTok and the amount of time that people spend on the app, we’re seeing a major shift in how people are utilizing social media. Users head to TikTok to view and engage with content around their interests — which is typically not created by people that they actually know in real life. Creator content, which the “For You Page” prioritizes based on user behavior on the app, allows for connection around common interests, forming online communities around those topics. With users spending upwards of 95 minutes a day on TikTok, we will begin to watch more brands join the movement of curating interest-based content to ensure that they are better integrated into the future of social media. We’ll also see creators narrow in on more specific niches for their own content as a way to reach audiences who align with their subject matter. 

Influencers Expand Outside of Social Platforms  

More and more, brands will leverage their influencer partners for creative campaigns, in-person appearances and events, product collaborations and capsule collections. Influencers have become celebrities in their own right and that star power can benefit a brand well beyond a social media post. Additionally, influencer-generated content will find itself playing a bigger role on brands’ websites as a more authentic way to illustrate products and offerings. 

Short Videos Will Outperform Long-Form Content

Short-form video is here to stay and brands who want to continue to make an impact on social media need to incorporate more of it into their social strategy. While time spent on social media continues to increase, consumer attention spans dwindle. Users now want to be entertained and engaged within the first few moments of their social experience with your brand. Videos tend to get stronger engagements and views and social media platforms, like Instagram, are prioritizing video content over static images. We expect to see more and more brands collaborate with creators who are comfortable shooting and editing short-form video content to help them win in this new content landscape. 

PM360 sat down with experts in the health and life sciences industry to share their healthcare marketing predictions for the new year. CP’s Managing Director of CP Health, Michele Hart-Henry, shares her thoughts on precision marketing and how marketers should adjust to a hyper-focused model. 

Read Michele’s thoughts on what to expect next year here. 

CP’s Global Leadership Team

Looking towards 2023, CP’s leadership team shared their predictions below on what brands can expect to see in the upcoming year. From TikTok to Google Analytics and beyond, see what’s in store… 

Shift in Attitude Towards Social Media Usage

We’ll see a shift to more interest-focused rather than social-focused social media usage. With the mass adoption of TikTok and the amount of time that people spend on the app, we’re seeing a major shift in how people are utilizing social media. Users head to TikTok to view and engage with content around their interests — which is typically not created by people that they actually know in real life. Creator content, which the “For You Page” prioritizes based on user behavior on the app, allows for connection around common interests, forming online communities around those topics. With users spending upwards of 95 minutes a day on TikTok, we will begin to watch more brands join the movement of curating interest-based content to ensure that they are better integrated into the future of social media. We’ll also see creators narrow in on more specific niches for their own content as a way to reach audiences who align with their subject matter. 

Data Visualization Shifts From Being Production-Focused to Consumption-Focused 

Where data exists, it can always be turned into colorful charts, graphs, and diagrams. That makes it visually interesting. To be sure, the many tools and platforms used in this space are arming analysts with an endless stream of new options for producing visualizations that are more dynamic, mobile-friendly, shareable, etc. But the real shift in 2023 will be toward making visualizations more user-centered and story-based as meaning is increasingly prioritized over metrics.

The Great Search Engine Shake-up

For more than a decade, Google has enjoyed a dominant position as the default engine for the masses. That’s about to change. Gen Z’ers already conduct more than 40% of their search queries on TikTok and other alternate platforms. Millennials are right behind them. Both generational audiences cite less sponsored results and all-video results that TikTok and other social platforms provide as the lure. In 2023, we predict to see older generations begin a similar and significant shift in search engine default behavior. We believe Google’s search engine dominance (accounting for well north 50% of all search queries online) will be a thing of the past within 24 months.  

Peak Internet Will Cause a More Holistic Approach for Digital Attention

2023 will be the year of peak internet. Next year, we estimate global daily online usage will plateau at 6 hours 40 minutes after the COVID-induced high of 6 hours 56 minutes in 2021. With global digital media spend increasing by 12% in 2023, brands and businesses will be competing fiercely for audience attention online. 

To grab people’s attention, many brands will take a more holistic and complete approach to their digital strategy adding new channels, focusing on their user experience and identifying the real value they can provide through content. Specifically, this means even greater interactivity, an increasingly subliminal approach to infusing a brand in all communications, continuing data visualisation and not to forget good old email marketing, which is overlooked but still plays a key role. From a pure user experience point of view, we predict brands will realise that improving customer experience will bring new sales, that there’ll be an even greater holistic approach to CX while the “always above the fold” approach to website building will be no longer. 

Video Content Is King 

The need for content will not change, and having a mix will be more important than ever. There will be a greater need for more niche pieces of content that fall under a brand’s mix including product videos, how-to’s and info-torials. How does a product work? Quick cooking instructions? How to open an account Consumers aren’t looking for the PDF with the instructions, they are looking for a step-by-step walkthrough. Is it big brand storytelling, maybe not, but it is literally how people are using your client’s products.  

Shopper Growth – and Expansion

The massive e-comm shift post-COVID resulted in significant budget shifts to the channel, and shows no signs of stopping. Retail media’s unique value of being able to close the attribution loop will continue to become more valuable as companies brace for more economic volatility in 2023. Look for increased players in the space as more retailers expand and monetize the value of their consumer connections.

This Is the Year That AI Will Help Everyone Look Perfect – And That Might Not Be So Perfect

As user interfaces become more accommodating to most of our nonprofessional abilities – our collective photo-editing skills will rise. Our phone lenses allow high-quality images, but now AI editing apps are giving novice shooters a bridge to making their photos and the people in them look model-quality.  

Lensa AI iOS app’s intuitive macOS design and capabilities bring a brand new way of making your selfies magazine-cover-ready. The ultrasimple app leaves conventional filters and photo editing tools in the dust. Their new magic avatar feature promises that your skin will look smooth, your eyes perfect, and your life as glamorous as your most hated pop-celeb or most adored super hero. Facing a widely debated concern that it promotes unrealistic standards of beauty, the app has still managed to attract 17 million downloads since the new feature was introduced. It’s hard not to see the irony that one of society’s ugliest qualities is being amplified by a beautification app.

CP’s 2022 Fall Interns  

Catching a glimpse into the world of advertising proved to be an exciting and challenging experience for all eight of CP’s fall interns. From 3D modeling to Influencer campaigns, our interns experienced all CP has to offer. Before we send them off for winter break, we asked some hard-hitting (and some not-so-hard-hitting) questions about their time at CP. 

Andrew Pinard, Finance 
Bridgewater State University

Right off the bat, CP was one of the coolest offices I’d ever been in. The employees and general atmosphere of the company was my favorite part, making me excited to go to work everyday.

Although I worked in finance, I was able to shadow the production team for a shoot in Boston. It was great to experience advertising from another department and sparked my curiosity about what else the advertising industry has to offer. I was surprised at how many clients CP has for being relatively smaller compared to other ad agencies.

Jane Amendolara, PR & Social Media
Boston University 

I knew right off the bat that CP was special! I loved the unique, homey atmosphere at the office. Everyone was professional, yet friendly and approachable. It especially helps that I have such an amazing team to work with. 

The fast-paced nature of the advertising world is probably one of the biggest things that has surprised me, but it keeps things exciting and I have never been bored! My most memorable experience was singing karaoke in front of everyone at CP’s Thanksgiving celebration.

Jared Smith, Media 
Bentley University 

Something about the advertising world that surprised me was just how fast everything moves. Since joining CP in the summer, I had a lot more experience and was more involved than ever before, so I got to see how fast projects and different campaigns move. 

The most interesting thing that I’ve done is learn about the planning process. Using the information and data at our disposal to make informed decisions is very interesting to me. I also loved working so closely on everything with the MFA! 

Jayde Zainc, New Business & CP Marketing 
Emmanuel College 

Going into my first internship, I had no idea how many moving parts there were to create a successful advertising campaign. It was so interesting to not only work with New Business but work with other departments to see how everyone’s work meshes together to create something great. I enjoyed listening to all the pitch opportunities coming into New Business, especially brands I recognized.

I was surprised at how inviting and comfortable the office space was. It makes the day go by a lot faster when there’s a ton of different places to sit and work, away from your desk. 

Lily Ward, Brand Leadership 
Trinity College

CP created a warm and welcoming environment that made the office a great place to work. I was surprised by the open layout. I’ve found that this helped cultivate a more laid-back environment which made it much easier to ask questions and learn more about the agency. 

The most exciting part of my internship was seeing my different research projects and analysis being shared with and appreciated by clients. I loved helping brainstorm the Quarterly Catch presentation for Gorton’s, which focused on drawing parallels between brand loyalty and religion. 

Sophie Jurion, Creative
Boston University 

I worked a lot with CP’s social content, like designing our CP Abroad social posts. I loved using the new branding for CP to create engaging content for our social platforms. Not only did I love the work environment, but everyone was so nice and helpful! You couldn’t go anywhere without being greeted by smiling faces.  

I was surprised by the level of communication needed to stay on top of time management, revision, feedback, and staying on the same page on a project. My biggest takeaway is the importance of communication for everything to run smoothly. 

Toni Baraga, Creative
Boston University 

Being in such an amazing environment here at CP encourages you to be your best self. When you’re not having a good day, your coworkers (and the cold brew!) are there to help pick you back up.

The one aspect of CP that sticks out to me is the scope of ideas that are produced during the concepting stage. I loved how big, blue-sky ideas were encouraged rather than stifled. I learned to not put a lid on yourself before you even start and to let the ideas flow. The practical considerations will come later.

Travis Earp, Creative 
Purdue University 

CP instantly felt like a place I wanted to be. I loved the company atmosphere and energy, it comes from every employee naturally, making the office such a fun place to work. I felt so lucky to have the opportunity to work at such an amazing place. 

Coming from an industrial design background, I didn’t realize how involved ad agencies are with their clients. There is so much more that goes on behind the scenes compared to what people see. I look at every commercial and billboard differently now.

 

Troy Zirk, Solutions Architect, VRX Studios

I will sum up my time in Boston with a single word: WOW.

Boston has been on my “cities to see” list for many years. I am beyond-words grateful for the opportunity to spend a month working there on the CP Abroad program – what a whirlwind! From working in the Boston office with my fellow CPers during the week, to exploring New England on the weekends, my month abroad went by in the blink of an eye. 

I stayed in a micro-loft in South Boston, affectionately called Southie. It’s an area to the East of South End, where CP headquarters is. There were many tavern-style restaurants for me to explore, and boy, did I! I ate out a lot, and I must say, the food is some of the best I’ve ever had. From fresh-caught seafood to sophisticated brunches, the local cuisine impressed me.

I spent time exploring Boston’s many rich-in-history neighborhoods, such as the South End, South Boston, Beacon Hill, Jamaica Plain, and the North End. One weekend I was joined by a friend, visiting from Vancouver. We explored more of the historic towns and cities outside of Boston. In Provincetown, we climbed the Pilgrim Monument, which had the most amazing view at the top. Then we toured Salem, which was packed with folks celebrating Halloween. Traveling further north, we spent some time in Portsmouth, New Hampshire before finishing our road trip in Portland, Maine. The foliage along the way was some of the most spectacular I’ve ever seen.

I met SO MANY wonderful people at the Boston office! I have even made a few close friendships. Our people really do bring a happy energy to the office. One of the most memorable highlights of the office is, of course, meeting at the bar after work for some social face-to-face time, to share a drink or two, shoot the breeze, and play darts. (Or watch others play darts, as in my case.)

Working in another country and experiencing its local culture and peoples has enriched my life in so many meaningful ways, not the least of which is my joy of working with others and socializing afterward. This palpable hustle, bustle, stir and rustle in the advertising industry has Connelly Partners at its forefront!

Would I recommend the CP Abroad program to everyone? I comfortably say a resounding YES. Do it, and you will love it, as I did.

Win Is Latest Success for the Expanding Agency After a Busy 2022

Independent, full-service creative agency Connelly Partners has been named lead creative agency for the National Transport Authority (NTA), which is responsible for overseeing the delivery and development of public transport in Ireland as well as key active travel projects nationwide. The three-year contract was won following a competitive, two stage, three-way pitch. Connelly Partners Dublin will be responsible for the diverse portfolio of NTA brands, which includes the extensive roll-out of BusConnects. The agency was selected for its strategy expertise, creative work, and its full-service offerings.

Connelly Partners Dublin has continued to grow, invest and find success in Ireland since first establishing here in 2018. In just the past year alone, the agency has hired Eoin Welsh as Creative Director, an award-winning creative who, after an extensive career in South Africa, returned to his roots in Ireland and joined the leadership team. 

Connelly Partners has also joined forces with ZOO Digital, an independent digital agency which added even further depth to Connelly Partners’ full service offering to clients. The Connelly Partners Dublin management team, led by newly appointed Managing Director Vaunnie McDermott, work alongside ZOO and the other Connelly Partners offices in Boston and Vancouver as an integrated team, working on a number of clients collaboratively across key creative functions including strategy, creative and data analytics. 

“We are delighted to be appointed Creative Agency for the NTA at such an exciting time. We’re so looking forward to the opportunity of bringing our defiantly human approach to the NTA and their brands. It’s a fabulous win for our agency, for Eoin our new Creative Director and for the CP team on both sides of the Atlantic.” said Vaunnie McDermott. 

Connelly Partners Dublin’s clients include Bus Éireann, Expressway, 123.ie, Boston Scientific (Global), Shannon Airport, Linked Finance, University of Limerick and the Gaelic Players Association (GPA). 

Additional coverage:
Adworld: Connelly Partners Wins NTA Account Following Competitive Pitch
IAPI: Connelly Partners Appointed as Lead Creative Agency for National Transport Authority

Independent full-service creative agency Connelly Partners has been named lead creative agency for the National Transport Authority (NTA), which is responsible for overseeing the delivery and development of public transport in Ireland as well as key active travel projects nationwide. Connelly Partners Dublin will be responsible for the diverse portfolio of NTA brands, which includes the extensive roll-out of BusConnects. The agency was selected for its strategy expertise, creative work, and its full-service offerings.

Read more here

Alyssa Stevens, Director of Public Relations & Social Media

15 years ago, I backed out of my study abroad program in Paris just weeks before I was scheduled to depart. I had no good reason other than I was scared. Sure, I had traveled as a young adult, but the idea of being in a foreign country and traveling alone made me more uncomfortable than I was ready to admit. At the time, a wise friend told me that the experiences that put you out of your comfort zone are the ones that help you grow. I didn’t understand what that meant at the time…maybe I didn’t really want to. But with age comes wisdom, and I’ve often thought back on that moment of my college career with regret. 

The fact is that, over the years, I’ve realized how much I LOVE to travel. The sound of a stamp hitting my passport, paired with those first hours of pure discovery in a new locale, give me a rush like no other. From the rolling hills of Switzerland to the torrid Sahara Desert, I’ve been to many amazing places. But despite checking destination after destination off my bucket list, that feeling of wishing I had pushed myself to study abroad in Paris has lingered. 

So…you can imagine my delight when Connelly Partners announced its CP Abroad program. A second chance to live abroad and work alongside my Irish colleagues? The opportunity to visit new countries every weekend? Sign me up! Ready to embrace the experience with open arms, I packed my bags to head to Ireland for the month of October. 

Part of being ”defiantly human” is uncovering new cultures and exploring the different ways that people work and live. Being able to work from our Dublin office, attend international industry conferences such as the Influencer Marketing Show in London and “The Long Lunch” with Dave Trott in Dublin, and be interviewed about influencer marketing in several Irish media outlets (you can check those out here and here) enabled me to truly embrace my CP Abroad experience. I gained an enlightened global perspective on how to approach social media, PR, and influencer marketing, along with a better understanding of ways to enhance our client strategies around those learnings. 

CP Abroad also opened the door for some amazing travel opportunities…five countries in five weeks! 

I frolicked through the Emerald Isle, exploring the Dingle Peninsula and Ring of Kerry. This is such a gorgeous part of Ireland with the most lush landscapes and jaw-dropping coastlines. I loved seeing the Dunquin Pier, the colorful town of Dingle, and driving (as the passenger!) on the ever-so-narrow roads through Killarney National Park. 

I touched down in London to attend the Influencer Marketing Show, soaking up industry knowledge, before heading to the mystical city of Edinburgh, Scotland. Charming shops, winding streets, medieval architecture, and a picturesque castle perched atop a dormant volcano make Edinburgh appear like something out of a storybook. 

I hunted for truffles, rode horses, and tasted the fine wines of Italy during a relaxing trip to Tuscany. With unseasonably warm weather, our days were spent lounging by the pool and indulging in copious amounts of cured meats and pasta. Tuscany has some of the most amazing sunsets I’ve ever seen! 

And during the weekend I was traveling solo? Well, I went to Paris. A decade and a half later, I embraced my favorite city on my own accord. From strolling through the quaint streets of Saint-Germain and people watching at sidewalk cafes to spending the afternoons meandering along the Seine and soaking in the views of the Eiffel Tower in the distance, I realized that timing is truly everything.

Being “uncomfortable” did make me grow…not in years, but in rich experiences that will last me a lifetime in memory. For me, CP Abroad was an incredible personal journey that allowed me to garner new work perspectives while facing my fears. It also helped me to finally lay an old regret to rest…and for that, I am forever grateful. 

Another round of congratulations are in order for CP Dublin and ZOO Digital, as they’ve placed in the 2022 Digital Media Awards. They’ve taken home three of the prestigious awards which reflect the very best in the industry. See the full list of winners on the DMA website. For more information on our nominated work, check out our previous coverage on the awards.

 Best Strategy – Silver

ZOO Digital – Electric Ireland

Best App – Bronze

ZOO – Digital – MyMilkman

Best Social Media Campaign – Bronze

Connelly Partners Dublin – MyExpressway