Bus Éireann Expressway and Connelly Partners Dublin have been busy filming in Dublin and beyond, capturing everything from awkward moments to spontaneous escapes. It’s part of a new campaign entitled ‘There’s a Route for That,’ rolling out across VOD, digital audio, OOH/DOOH, and social. The message – Expressway isn’t just about destinations.

It’s about every weird and wonderful reason people travel. And whatever the reason, there’s a route for that. Need to escape small-town boredom for a gig in Galway? Decided hiking is suddenly your whole personality? Want to dodge bumping into your ex in Limerick? Whatever the story, Expressway has the route to get you there, the ads suggest.

The work was filmed across two shoots by Collective Films, targeting specifically a 19–25 audience. “The best stories aren’t just about where you’re going, they’re about why,” Mikey Fleming, creative director at Connelly Partners Dublin, said. “This campaign brings that truth to life in a way that speaks directly to young adults,” he added.

Read more here.

Katie Coughlin, Associate Media Director
Matty Habersaat, Media Planner

At the recent Digiday Retail Media Summit in New York, one thing was clear: retail media has moved from a rising trend to an undeniable force. With more than 200 retailers now running their own media networks and global investment projected to hit $60 billion in 2025, it’s reshaping how brands connect with consumers and how retailers grow revenue. Walmart’s recent earnings call underscored the stakes: advertising now accounts for nearly a third of their operating income.

But while the category is still growing, expansion is slowing. What was once explosive is entering a new, more mature phase – one where scale alone isn’t enough, and differentiation, measurement, and consumer-first thinking become the true levers of success.

From Fragmentation to Integration

A common thread from the summit: the landscape is too fragmented. Each retailer’s network comes with its own audience, tools, and measurement framework, leaving brands to juggle multiple approaches. Leaders from Mars and RoC Skincare emphasized the same starting point: the consumer. Retail media strategies that begin with how people actually shop – whether that means impulse purchases, replenishment cycles, or curbside pickup – are better positioned to succeed.

The next evolution will depend on breaking down silos. Brands don’t want dozens of disconnected platforms; they want an ecosystem where planning, activation, and measurement feel seamless across partners.

New Growth Levers

With growth rates cooling, retailers are turning to new channels and tactics. Connected TV, “ownable moments”, and alternative placements are helping brands stand out while avoiding costly competition. At the same time, emerging disruptors like AI shopping tools are forcing both brands and retailers to rethink how consumers discover and purchase products – and how to keep ad dollars working in that journey.

Measuring True Impact: The Power of Incrementality

As retail media matures, the focus continues to shift from simple metrics like ROAS to understanding the incremental impact of campaigns – the value a campaign drives beyond what would have happened organically. Brands and retailers are investing in studies and measurement approaches that show how advertising actually moves the needle, rather than just attributing sales to impressions.

Closed-loop sales lift analyses, along with “in-flight” measurement that allows campaigns to be optimized in real time, are emerging as best practices. This approach helps brands answer the critical question: Which ad dollars are truly generating new sales or engagement, and which are just capturing what would have happened anyway?

Incrementality-focused measurement is becoming the gold standard for proving value, aligning brand and retail goals, and guiding smarter investment decisions in a complex, multi-network ecosystem.

The Road Ahead:

Retail media is at a turning point. The era of rapid expansion is giving way to a phase defined by collaboration, consumer-first strategies, and smarter measurement. Success will come to those who focus on understanding and engaging the consumer, integrating campaigns across platforms, exploring new channels, and measuring impact in ways that reflect true incremental value. The brands and retailers that can align around these principles will be best positioned to thrive in this evolving landscape.

Boston, MA – August 19, 2025 — Independent agency Connelly Partners (CP) is deepening its commitment to a performance-plus-creative model for brands, grounded in measurable business outcomes. CP has acquired McCarthy Mambro Bertino (MMB), the award-winning creative agency behind campaigns for Subway, Sam Adams, and Toyota. The agency has also won a series of global client wins and added key talent across its Boston, Dublin, and Vancouver hubs.

This growth reflects a larger industry shift as brands look for agencies that can unite creative storytelling, media expertise, and data-driven decision-making under one roof.

“We have always been committed to relentless creativity and measurable accountability in our work.” said Steve Connelly, President and Copywriter at Connelly Partners. “The moves we are making and the talent we are bringing aboard are reflections of that commitment.”

Welcoming MMB to the CP Network 

With a 20+ year legacy and deep roots in Boston’s creative scene, MMB joins CP’s global independent micro-network. The agency’s work has earned recognition from the Clio Awards, Emmys, Effies, The One Show, and more. 

MMB’s category experience includes Automotive, QSR, Retail, Sports and Healthcare, working with brands like Toyota, Subway, Sam Adams, Yale New Haven Health System, Newell Rubbermaid (Elmer’s and Brute), Foster Grant, The Leukemia and Lymphoma Society, and more. 

MMB will retain its brand within CP, while tapping into the network’s full suite of services to expand its offerings for larger clients. The MMB team will also build towards integrating across the CP network – as ZOO Digital and VRX Studios have done. 

Fred Bertino, MMB Co-Founder and President, will continue to lead the MMB brand within CP, reporting to Steve Connelly. A former President and CCO at Hill Holliday, Bertino helped scale that agency to over $1.2 billion in revenue before co-founding MMB. 

“MMB and Connelly Partners have been successful rivals for two decades. Coming up as creatives, both Steve and I share a fervent love and belief in the power of insight-based creativity to propel brand and business growth,” said Bertino. “Now we’ll amplify that with deeper strategic and performance chops and global reach. By partnering with CP, we’re bringing clients full-service capabilities with the creative they’ve come to know us by.”

David Register, longtime creative lead at MMB, joins CP as Executive Creative Director. He brings a wealth of storytelling, writing, and directing experience to the agency, with a portfolio that includes iconic campaigns like Fidelity’s “Keep Doing What You Love,” featuring Paul McCartney and Progressive’s “Flo,” as well as work for Aetna, New Balance, and CenturyLink. He reports to Chief Creative Officer, Alyssa Toro. 

Momentum in Client Growth Globally 

CP’s offering is resonating as more brands look to consolidate agency partners under one roof, seeking a balance between bold creative work and measurable business outcomes. The agency is now working with: 

Pollock Clinics: A world-leading men’s sexual health brand. With corporate clinics in Vancouver and some 25+ franchised clinics spanning North America, Ireland, and Australia, the brand is now expanding into the UK and Middle East. CP was awarded the performance marketing business for the corporate brand (Digital Media, Web, SEO, Analytics) as Pollock consolidates agency partners under one integrated agency to support future growth ambitions and continued brand evolution. CP will also support brand strategy, creative, social and influencer marketing on project-by-project as the business scales. CP’s Vancouver office led the win following a year-long strategy engagement, with support now extending across all three of the agency’s global hubs.

Yale New Haven Health: Connecticut’s largest healthcare system, and the teaching hospital affiliate of Yale School of Medicine, has awarded its media & analytics business, including integrated media strategy, planning, execution and measurement, to Connelly Partners. The health system has been a client of MMB since early 2020 and the move now consolidates all MarCom efforts under the network umbrella — including brand strategy, creative, and integrated media planning and execution. 

Another health win: Continuing CP’s momentum in the health space, the agency has been named a performance marketing partner for a leading supplier to the global Life Science industry. 

As a result, CP’s Health business has increased 65% YoY, fueled by both new business and organic growth.

“In today’s world of fragmented consumer attention, clients need more than isolated media buying or creative concepts; they need holistic, evidence-based strategies,” said Michelle Capasso, Chief Media Officer. “Our strength lies in precisely that: unifying insights, storytelling, and execution to deliver tangible business outcomes.”

Strategic Talent Investments

To support this growth and evolving client needs, CP has made several leadership hires.

Jen Hansen joined as Director of Analytics. Jen brings a wealth of experience from her previous roles, including VP, Marketing Optimization and Analytics at Constant Contact and Global Head of Business Analytics at Vistaprint. In her new role, Jen spearheads CP’s efforts to elevate measurement, empowering clients worldwide to unlock critical insights and make more confident, data-driven decisions. This strategic appointment lays the groundwork for advanced capabilities, including forecasting, predictive analytics, and machine learning, to further enhance our offerings. Jen reports to Michelle Capasso, Chief Media Officer.

Jimmy Murphy becomes Deputy Managing Director, Dublin. One of Ireland’s most respected advertising leaders, Jimmy joins from ACNE Dublin, part of Deloitte Digital where he served as Chief Commercial Officer. He’s also held roles across Publicis Dublin, The Hive, alcohol brand marketing compliance organization CopyClear, the Marketing Society, and IAPI. He reports to Dublin Managing Director Vaunnie McDermott. 

Sam Moorhouse and Mikey Fleming,  join as Co-Creative Directors. They’ve been a creative team since 2011, partnering at TBWA/Ireland, Boys + Girls, and later founding Verve’s in-house agency, Showrunner. Their work for brands like Three Mobile, Aldi, SKODA, Lyons Tea, Tayto, VHI, and LEGO have earned multiple awards. They join David Register, legendary ECD Mike Garner, digital specialist and CD Chris Preston, and CCO Alyssa Toro, under a unified global creative offering.

BOSTON — Independent agency Connelly Partners (CP) has acquired McCarthy Mambro Bertino (MMB), the creative agency behind campaigns for Subway, Sam Adams, and Toyota. CP has also won a series of global client wins and added key talent across its Boston, Dublin, and Vancouver hubs.

“We have always been committed to relentless creativity and measurable accountability in our work,” said Steve Connelly, president and copywriter at CP. “The moves we are making and the talent we are bringing aboard are reflections of that commitment.”

With a 20+ year legacy and deep roots in Boston’s creative scene, MMB joins CP’s global independent micro-network. MMB’s work has earned recognition from the Clio Awards, Emmys, Effies, The One Show, and more.

MMB’s category experience includes automotive, QSR, retail, sports and healthcare, working with brands like Toyota, Subway, Sam Adams, Yale New Haven Health System, Newell Rubbermaid (Elmer’s and Brute), Foster Grant, The Leukemia and Lymphoma Society, and more.

MMB will retain its brand within CP, while tapping into the network’s full suite of services to expand its offerings for larger clients. The MMB team will also build towards integrating across the CP network–as ZOO Digital and VRX Studios have done.

Fred Bertino, MMB co-founder and president, will continue to lead the MMB brand within CP, reporting to Connelly. A former president and CCO at Hill Holliday, Bertino helped scale that agency to over $1.2 billion in revenue before co-founding MMB.

“MMB and Connelly Partners have been successful rivals for two decades. Coming up as creatives, both Steve and I share a fervent love and belief in the power of insight-based creativity to propel brand and business growth,” said Bertino. “Now we’ll amplify that with deeper strategic and performance chops and global reach. By partnering with CP, we’re bringing clients full-service capabilities with the creative they’ve come to know us by.”

David Register, longtime creative lead at MMB, joins CP as executive creative director. He brings a wealth of storytelling, writing, and directing experience to the agency, with a portfolio that includes iconic campaigns like Fidelity’s “Keep Doing What You Love,” featuring Paul McCartney, and Progressive’s “Flo,” as well as work for Aetna, New Balance, and CenturyLink. He reports to Alyssa Toro, chief creative officer.

CP has made several other leadership hires:

Jen Hansen joined as Director of Analytics. Hansen brings a wealth of experience from her previous roles, including VP, marketing optimization and analytics at Constant Contact and global head of business analytics at Vistaprint. In her new role, Hansen spearheads CP’s efforts to elevate measurement, empowering clients worldwide to unlock critical insights and make more confident, data-driven decisions. This strategic appointment lays the groundwork for advanced capabilities, including forecasting, predictive analytics, and machine learning, to further enhance agency offerings. Hansen reports to Michelle Capasso, chief media officer.

Jimmy Murphy becomes deputy managing director, Dublin. Murphy joins from ACNE Dublin, part of Deloitte Digital where he served as chief commercial officer. He’s also held roles across Publicis Dublin, The Hive, alcohol brand marketing compliance organization CopyClear, the Marketing Society, and IAPI. He reports to Dublin managing director Vaunnie McDermott.

And Sam Moorhouse and Mikey Fleming join as co-creative directors. They’ve been a creative team since 2011, partnering at TBWA/Ireland, Boys + Girls, and later founding Verve’s in-house agency, Showrunner. Their work for brands like Three Mobile, Aldi, SKODA, Lyons Tea, Tayto, VHI, and LEGO have earned multiple awards. They join Register, ECD Mike Garner, digital specialist and CD Chris Preston, and CCO Toro, under a unified global creative offering.

Read more

Connelly Partners was included in AdAge this week, announcing the acquisition of McCarthy Mambro Bertino, a creative agency that has worked with Subway, Sam Adams and Toyota. Financial terms were not disclosed. MMB will retain its brand within Connelly Partners.

Read more from AdAge.

Connelly Partners is enhancing its creative muscle by acquiring McCarthy Mambro Bertino (MMB), responsible for Sam Adams, Newell Rubbermaid, Toyota and Subway campaigns. The Boston-based agency also has offices in Dublin and Vancouver.

Financial terms were not disclosed.

MMB will retain its brand within CP, while utilizing the network’s services to aid larger clients. The MMB team will integrate across the CP network, much like previous acquisitions ZOO Digital and VRX Studios.

Steve Connelly, president, Connelly Partners, said: “The moves we are making and the talent we are bringing aboard are reflections of the commitment to relentless creativity and measurable accountability.”

Fred Bertino, MMB president/co-founder, retains his post, reporting to Connelly. “MMB and Connelly Partners have been successful rivals for two decades,” said Bertino. “Now we’ll amplify that with deeper strategic and performance chops and global reach.”

On the staff front, David Register, a creative lead at MMB, joins CP as executive creative director. His campaign work includes Fidelity’s “Keep Doing What You Love,” featuring Paul McCartney, and Progressive’s “Flo.” He reports to Alyssa Toro, Chief Creative Officer. Jen Hansen is now director of analytics and Jimmy Murphy becomes deputy managing director, Dublin. Sam Moorhouse and Mikey Fleming join as co-creative directors.

CP is currently working with Pollock Clinics and Yale New Haven Health. CP reports its health business has increased 65% YoY, fueled by new business and organic growth. The agency has also done creative for Gorton’s Seafood, Flair Airlines, Heineken’s Birra Moretti and Liberty Bank.

Read more here.

Connelly Partners announced its acquisition of McCarthy Mambro Bertino in Campaign US this week.

Read more industry news here.

Enda Gallen, Senior UX/UI Designer

It’s More Than Just Compliance

Accessibility is no longer a “nice to have.” It’s a legal requirement, a business advantage, and most importantly, a way to ensure everyone can interact with your brand. As regulations like the European Accessibility Act (EAA) and Americans with Disabilities Act (ADA) continue to evolve, businesses that fall behind risk legal action, reputational  damage, and lost revenue.

But accessibility doesn’t have to be overwhelming. By treating it as a structured, step-by-step process, your business can not only meet compliance standards but also create digital experiences that are better for all users.

At Connelly Partners, we use an end-to-end process to help organizations embed accessibility into their design, development, and long-term strategy. Here’s how it works.

Understand the Law

Accessibility law varies depending on where your organization operates and who your users are. In the EU, the EAA will require digital products and services to meet accessibility standards from 2025. In the US, the ADA and Section 508 already require compliance for many businesses and public services.

The challenge? Regulations are often written in dense, technical language. We translate them into clear, practical requirements that make sense for your business. You’ll know which rules apply, what deadlines you’re working toward, and what “good” looks like in practice.

This first step turns a confusing legal obligation into a manageable starting point.

Map an Accessibility Strategy

Once you know the rules, you need a plan. Accessibility isn’t a one-off project – it’s an ongoing commitment that touches design, development, content, and operations.

We work with businesses to map a tailored accessibility strategy, including:

• Priorities: Which fixes or updates will have the biggest impact fastest?
• Timelines: How to phase improvements around your release cycles and resources.
• Ownership: Who in your organization is responsible for what, from testing to content updates?

This roadmap ensures accessibility doesn’t slip between departments or stall after launch. Instead, it becomes an integrated part of how your digital team works.

Prepare an Accessibility Statement

Transparency builds trust. Most regulations require an Accessibility Statement published on your website or app. But beyond compliance, this statement is an opportunity to show your audience that you take accessibility seriously.

We help businesses draft clear, user-friendly statements that:

• Outline your accessibility goals and progress
• Share contact routes for users who need assistance
• Commit to ongoing improvements as your offerings develop

Done right, this statement signals accountability to regulators and empathy to your customers.

Complete an Accessibility Audit

An accessibility audit is the heart of the process. It tells you where you stand and what needs attention.

We conduct expert reviews against the WCAG 2.2 AA standards, combining:

• Automated testing tools to catch common code issues
• Manual reviews by specialists to identify usability barriers that tools can’t see

This audit produces a clear list of issues, categorised by severity and user impact. Think of it as your accessibility health check, giving you the data to take action.

Start Fixing Issues

Knowing the problems is only half the battle – you need solutions. Many organizations struggle here, because accessibility fixes aren’t always straightforward.

Our developers and designers work through a prioritised backlog, tackling the most critical barriers first.

We provide:

• Practical guidance on how to implement changes for your developers OR implementation of accessibility fixes by our own development team
• Reusable patterns and components in accessible design systems for consistency
• Comprehension QA and UAT with accessibility experts and reviews with accessible technology users

The result is not just quick fixes, but long-term improvements that prevent the same issues from happening again.

Monitor Compliance and Regular Reporting

Accessibility isn’t “done” once you’ve fixed your site. New content, features, and updates can reintroduce barriers. That’s why the final step is ongoing monitoring and reporting.

We can provide:

• Regular audits to check compliance as your site evolves
• Automated testing for continuous feedback
• Easy-to-read progress reports that keep all stakeholders informed

This monitoring protects you from slipping out of compliance and demonstrates your commitment to inclusivity year-round.

Why This Matters for Business

Following this process keeps you legally compliant – but the benefits go much further:

• Reach more customers: One in four people live with some kind of disability. Accessibility ensures you don’t shut out potential users.
• Improve user experience: Clearer navigation, stronger contrast, and better structure help everyone, not just those with disabilities.
• Strengthen your brand: Companies that prioritise inclusivity build trust and loyalty with their audiences.
• Future-proof your digital assets: Accessibility reduces technical debt by making your site more robust and adaptable to future devices and standards.

In other words: accessibility isn’t just the right thing to do – it’s good business.

Building Accessibility Into Your Future

The landscape of digital accessibility is shifting quickly. With the EAA now live and the ADA already active, businesses that act now will not only avoid fines but also gain a competitive edge.

At Connelly Partners, we work with organizations to help them understand where they stand, where they need to be, and how to get there – thoughtfully and effectively. Whether you’re starting with an audit or developing a long-term strategy, we’re here to support you at every step.

If you’re interested in learning more about how accessibility can become a natural part of how your business grows and connects, let’s talk.

Michelle Capasso, Partner & Chief Media Officer

Key Takeaways from the Brand Innovators Sports, Entertainment & Culture Summit

At the Brand Innovators Sports, Entertainment & Culture Summit in Boston, the focus was on the power of sports partnerships. One theme took center stage: in an era of fragmented attention, partnerships with dedicated sports franchises offer brands more than just borrowed equity, they offer a platform for authentic connection with fans. 

As media leaders, we know live sports are one of the last strongholds of appointment viewing in traditional media, giving brands an incredible opportunity for real-time connection. An authentic connection with fans is the ultimate goal, regardless of scale. 

A great example was MassMutual’s move to turn their logo into a functional pitch count for the in-stadium experience at Fenway Park. It’s a brilliant strategy that embodies the idea of approaching sports fans with authenticity and humility. Instead of demanding attention, the brand became a natural and additive part of the fan experience, creating a truly authentic connection.

At Connelly Partners, we believe emotion drives every transaction. Every brand, no matter the size, has the ability to build emotional equity. Whether you’re activating with a stadium takeover, with an influencer activation or across digital touchpoints, the goal is the same: to build brand equity by sparking the emotions that truly move people. 

Because at the end of the day, it’s not about borrowing someone else’s thunder.

It’s about creating a spark of your own.

Enda Gallen, Senior UX/UI Designer

Turn Compliance into Competitive Edge

Digital accessibility is not just a legal requirement – it’s a powerful opportunity. With regulations like the European Accessibility Act (EAA) now in effect across the EU and the Americans with Disabilities Act (ADA) already firmly established in the US, businesses have a clear mandate to create accessible digital experiences. But beyond compliance, embracing accessibility means reaching broader audiences, improving user experience, and strengthening brand trust. At Connelly Partners, we work with organizations to ensure full compliance and turn this regulatory obligation into a competitive advantage. Here’s six ways how:

Better Products

Accessible design isn’t a niche, but is part of fundamentally good design. By requiring straightforward layouts, clear navigation, and inclusive content, it naturally elevates your entire user experience (UX). Whether it’s captions on videos or keyboard‑friendly navigation, these improvements benefit everyone – leading to superior, more intuitive digital products.

A Broader Market

There are over 87 million EU citizens and more than 1 in 4 Americans living with some kind of disability – plus millions more elderly or temporarily impaired users – all of whom benefit greatly from accessible design. Compliance with accessibility standards unlocks this large audience and lets them use your products or services without friction or barriers.

Enhanced Brand Reputation

Accessibility sends a clear message: we care. With the EAA now live and further developments to the ADA on the horizon, consumers will increasingly see accessibility compliance as a marker of trustworthiness and professionalism. An accessible experience signals leadership, competence, and social responsibility.

Lower Legal Risk

In the EU, new products and major updates must comply immediately, while existing offerings have until 28 June 2030 to fully align with the EAA, and Member States are already penalising serious usability lapses. Penalties vary per member state: Italy allows fines up to 5 % turnover; Spain fines up to €600,000 for serious breaches; Germany imposes up to €100,000 per non‑compliant product, Ireland holds company officers personally liable if offences occur with their consent or from neglect and penalties include prison sentences. 

In the US, ADA liability extends beyond regulatory action. A booming number of lawsuits, often filed by so‑called “serial plaintiffs” and specialised law firms, target websites and digital services as “public accommodations.” These suits, often initiated by individuals and their attorneys seeking injunctive relief and legal fees, typically result in settlements ranging from $5,000 to $20,000, even for small businesses. However, cases against Target, MIT, Harvard, Netflix and others have cost from the hundreds of thousands to millions.

Ongoing compliance isn’t optional anymore, but essential.

Cost-Efficiency

Ensuring accessibility from the outset of the product lifecycle is far more cost‑effective than retrofitting or enduring enforcement under the EAA or ADA.

The cost of non-compliance can be severe, but achieving accessibility doesn’t have to be. Think of accessibility like insurance. You don’t wait for a problem before protecting yourself. Building accessibility in from the start not only shields your business from legal and financial risk, it’s also much more affordable than reacting after a complaint or lawsuit.

The actual cost depends on the size and complexity of your digital product, but thanks to improved tools and growing industry expertise, compliance is now more achievable than ever. When accessibility is treated as a core design principle, rather than an afterthought, new projects can avoid expensive retrofits entirely.

Early investment in your projects saves time, effort, and money.

Innovation Through Accessibility

Embracing accessibility often leads to breakthrough innovation. OXO’s Good Grips utensils, inspired by arthritis-friendly design, redefined kitchen tools for everyone through universal ergonomics. Microsoft’s Xbox Adaptive Controller transformed gaming by accommodating diverse physical abilities, setting a new standard in inclusive hardware. IKEA’s stylish BÄSTIS collection integrates accessible features without sacrificing design, proving function and form can coexist. Rare Beauty, founded by Selena Gomez, reimagined cosmetic packaging with easy-grip applicators and twist-off lids, supporting users with limited dexterity. 

These brands demonstrate that designing with accessibility in mind not only expands usability but also inspires better, more thoughtful products for everyone.

Why Choose Connelly Partners

As a specialist agency, Connelly Partners offers full-service accessibility support:

Comprehensive accessibility audits aligned with the EAA and ADA: EN 301 549 and WCAG 2.2 AA
Development of accessible digital experiences (digital products, websites, apps)
User testing with assistive tools and participants
Certified accessibility experts 
Full compliance documentation & monitoring

We know the accessibility landscape. We align not just to avoid penalties, but to amplify your brand.

Making Accessibility a Core Part of Your Business

Staying compliant with accessibility standards isn’t just about avoiding risk – it’s about doing what’s right for your users and your brand. From websites and digital services to products and contracts, both EU and U.S. regulations continue to evolve, and it’s important to stay ahead.

At Connelly Partners, we work with organizations to help them understand where they stand, where they need to be, and how to get there – thoughtfully and effectively. Whether you’re starting with an audit or developing a long-term strategy, we’re here to support you at every step.

If you’re interested in learning more about how accessibility can become a natural part of how your business grows and connects, let’s talk.