The US Open starts on Monday, August 26, 2024, and the world of tennis is buzzing with excitement. But it’s not just the tournament that’s capturing attention – tennis itself is experiencing a renaissance, transforming from a popular sport into a mega-trend that’s influencing fashion, lifestyle, and social media.
Check out the new face of tennis fandom:
Later, a leader in social media management and influencer marketing, has launched its latest offering: an advanced social listening tool. This new product integrates the company’s efficient social media management solution with AI-powered social listening capabilities, providing marketers with actionable social intelligence data to enhance content strategy, measure campaign effectiveness, and monitor brand health. This release marks the beginning of several upcoming announcements from Later.
Neal Malone, PR & Social Media Management Supervisor and a beta partner for Later’s social listening tool, shared his thoughts on the release. “Later’s social listening tool makes it quick and easy to monitor what people are saying about our brands. The toolset is focused on showcasing the most relevant social data and leaves out a lot of the noise that often prevents you from getting clear, actionable insights.”
Read more here.
Alyssa Stevens, Global Director of PR, Social Media & Influencer Marketing
The creator economy has officially arrived on the national stage, and if you’ve been paying attention, you’ll know that influencer and social media marketing are no longer just buzzwords. As the political landscape heats up, we’re witnessing the industry’s growing influence in ways that are impossible to ignore.
The recent inclusion of social media influencers in high-profile political events, like the Democratic National Convention and the White House’s inaugural Creator Economy Conference, marks a significant evolution in how political communication is unfolding. This isn’t just about politics recognizing the power of platforms like TikTok—it’s about the media landscape itself transforming. As the Global Director of Social Media & Influencer Marketing at Connelly Partners, I find this movement not just fascinating but vital for the future of how we engage with audiences.
Influencers, once primarily leveraged for brand awareness, are now pivotal players in the political arena. Their ability to engage with communities on a personal level makes them invaluable assets for candidates like Kamala Harris, who uses TikTok to connect with voters. The recent White House Creator Economy Conference, which gathered 100 professionals from my industry, discussed the future of digital content, touching on topics like AI, mental health, and fair pay. Similarly, the Democratic National Convention invited 200 content creators to cover the event, offering them an exclusive vantage point of the stage. These events are more than just milestones; they are a clear acknowledgment of the creator economy’s role in shaping public opinion and driving meaningful conversations. Having worked in the influencer and social industry for well over a decade, I see this as a moment that cements its journey from niche to mainstream.
For brands and agencies, this evolution should be a wake-up call. The creator economy is no longer just about product placements or brand endorsements; it’s about fostering genuine relationships and understanding the nuances of audience engagement. As political campaigns tap into the authenticity that influencers bring, recognizing that traditional advertising and news sources may not fully capture the attention of today’s audiences, brands must adapt.
Influencer marketing has been – and will continue to be crucial in any comprehensive campaign. Brands must collaborate more deeply with creators and platforms to harness the power of influencers in ways that truly resonate. Whether for political, social, or commercial purposes, this dynamic and ever-changing landscape demands a thoughtful, strategic approach to stay ahead. Now more than ever, it’s clear that the creator economy isn’t just a trend—it’s a driving force that will continue to shape the future of marketing and communication…and perhaps even the 2024 election!
Since opening our doors in late 2023, Connelly Partners West has been on a new business growth spurt, resulting in five new client wins. This growth streak has been championed by newly appointed, Co-Managing Director, Nick Cronk.
“We’ve focused on growing our presence in the market with a unique offering: one that blends global perspective and resources with local expertise, and puts human behavior at the center of our work to meaningfully connect brands with their audience,” says Nadine Cole, co-managing director of Connelly Partners West. “[Cronk’s] depth of experience in Canada and the Pacific Northwest, together with Connelly Partners’ has been resonating with clients.”
Check out the full story here.
Katie Coccia, Senior Manager of Human Resources and Facilities
We just hosted another Connelly Partners Empowering Women’s Networking Event, which offered both CP and non-CP women the chance to meet someone new, make meaningful connections, and learn about personal brands.
But what is a personal brand? And how is it different from a reputation?
Simply put, a reputation is built on trust and is influenced by how others view your actions and conduct. A personal brand, however, is the image that you want others to have of you [1]. It is intentionally and strategically designed to convey your unique value and it sets you apart from others in your field [2]. It gives you the tools needed to fight imposter syndrome, all while helping you gain support from people who will elevate and speak up for you [3][4].
At the event, attendees wrote down one word to describe their personal brand and shared it with their peers. We saw many powerful words like evolve, curious, brave, and more. I left the event feeling energized and inspired, and I caught up with a few colleagues to hear their thoughts.
The personal brand word exercise was fun and uplifting. I liked how it painted a picture of everyone’s personalities and key strengths—highlighting how powerful we can be when we join forces and are eager to learn from one another. My word was “enthusiasm” as I take pride in approaching my work with positive energy and optimism—to encourage my teammates and create a more collaborative environment, even when facing challenges. – Courtney Marlow, Senior PR & Social Media Manager
This was my first women’s event. I got to talk to and connect with ladies at CP from other departments that I otherwise never get a chance to talk to. I feel like I learned more about them, and people learned more about me. My personal brand word was “trust!” I find when there is trust in the workplace, it builds the comfort to work and speak up especially when you have a new idea. – Chandani Patel, Staff Accountant
I loved meeting people in other roles and hearing about their work experience. My word was “authenticity.” I feel like with advertising authenticity is important. Telling stories in a way that resonates is important to me in my work, and it was cool to talk with folks in other disciplines who also shared that same value! – Alexa Caruso, Junior Art Director
Now that you know a little more about personal branding and why it is important, it’s your turn! What word describes your personal brand?
Watch for details on our next Women’s Networking evening. If you aren’t on the invite list please reach out to Ashley Campbell.
1. What’s the Point of a Personal Brand? – Harvard Business Review
2. A New Approach to Building Your Personal Brand – Harvard Business Review
3. Find Your Voice, Communicate Your Value: How to Build a Personal Brand as a Woman – LinkedIn
4. How Women Can Develop and Promote Their Personal Brand – Harvard Business Review
Sports tourism is booming! More and more people are embarking on once-in-a-lifetime trips to attend major sporting events. From the F1 race to Wimbledon, The Masters, the COPA, or the Paris Olympics—take your pick! With the Paris Olympics in full swing, we’re diving into the profiles of those flocking to this grand and historic event.
From die-hard sports fans, who are invested in every second of the action, to casual fans hoping to spot a celebrity or two, learn more about attendees of the Olympics!
Neal Malone, PR & Social Media Management Supervisor
“Guinness tastes so much different in Ireland—it’s way better than what we get in the U.S.”
To everyone who said that to me ahead of my first visit to the Emerald Isle…can I be honest? As hard as I tried, I couldn’t really tell the difference—and I say that with the utmost respect. To me, it tasted as fantastic as it always does.
But after several weeks—and plenty of thirst-quenching field research—a lightbulb went off. I realized exactly why people are so partial to an Irish pour of Guinness. It’s because of the place. The people. The positivity that you’re surrounded with. That’s why Guinness “tastes” better in Ireland.
So as I look back on my month abroad, I’ll say this…Ireland is a truly remarkable place that is home to the nicest, most welcoming people I’ve ever encountered. Here’s what else I’ll remember from my experience:
When you live somewhere for a whole month, you’re gifted with a cultural experience that goes way beyond that of a typical vacation. Our Irish immersion of course included the greatest hits—parks, museums, landmarks, and pubs—but it was the everyday stuff that I appreciated the most. The coffee shop conversations with locals, the casual neighborhood strolls, the education on Gaelic football and hurling, and the opportunity to work out of our Dublin office.
Rain or shine, I couldn’t get enough of my walks to and from the office. It was my moment to take it all in—from beautiful architecture all the way down to little cultural observations like “I still can’t tell which side of the sidewalk people want me to walk on.”
At the office, I learned a lot from our ever-so-welcoming counterparts in Dublin. There’s a feeling of warmth and balance when you walk into the office—everybody is sharp, creative, and highly dedicated, yet at the same time (seemingly) unafflicted by the common stressors of the American work environment. I mean, on most days, the majority of the office gathers around the kitchen table to catch up and eat lunch together—when’s the last time you’ve seen that in the U.S?
European adventures always come with the temptation to pack a bag and jet off to a different country every weekend. I get it—it’s easy to get swept up by Ireland’s close proximity to places like England, France, and Spain. But this time around, we kept things simple. After kicking things off with a family beach vacation in Portugal’s Algarve region, we really focused our attention on Ireland—and I’m glad we did.
As city people turned suburban dwellers, we enjoyed living in the thick of things again. Dublin is a bustling, walkable city with amazing parks, accessible public transit, big sporting events/concerts, and an excellent restaurant scene that is packed with flavors from around the globe.
We rented a car on a few different occasions, creating opportunities to venture outside of Dublin to places like the Wicklow Mountains, Malahide Castle, Bray, Howth, and Maynooth. There are so many cool things to do within a 30-45 minute drive—from beaches and hiking trails to historical landmarks and family-friendly farms.
The real highlight of our stay, though, was our trip to Dingle. Located in Kerry on Ireland’s west coast, Dingle is a solid 4-5 hour drive from Dublin. Getting out there takes you through the lush countryside that you picture when you think of Ireland—green field after green field, filled with cows and sheep. As for Dingle, it’s a little seaside town that delivers on every imaginable level. Slea Head Drive takes you along the cliffs of the Dingle Peninsula and offers the most amazing ocean views. The harbor is home to several companies that offer boat tours—we were even blessed with a sunny day for ours! In town, there’s a staggeringly high concentration of fun pubs (all of which offer excellent live music on most nights) and some really amazing seafood spots.
Like with any big decision or opportunity, the longer you think about it, the more likely you are to talk yourself out of it. We could have found plenty of reasons to push this type of a trip further down the road, but we didn’t. We recognized the uniqueness of the opportunity and dove in head first. I couldn’t be happier with our decision and I know that this experience will be something I’ll look back on—personally and professionally—for a long, long time.
Chris Watts, Media Technology Specialist
This past week’s news that Google will be keeping third-party cookies around might have broken the internet, but don’t worry— that’s about all it did to the web. After years of preparation and significant investment in cookie alternatives, the decision to keep third-party cookies alive has raised many questions about the future and renewed some ongoing concerns.
While the immediate impact of this decision may seem minimal, let’s take a closer look at what this means for the future of privacy, advertising, and the digital marketing industry.
Lest we forget the original plan to deprecate cookies was driven by a desire to address privacy concerns. However, that sentiment was quickly lost as the industry came up with potential workarounds. Enter unique alternative IDs, identity graphs, and Google’s own Privacy Sandbox. Exactly as it sounds, the Sandbox is a fenced-in area with kids, or the marketing industry, playing with Google coined sandbox tools. These tools or “proposals” are aimed to replace the separate functions of the cookie and offer privacy-focused solutions for personalized advertising while minimizing data collection.
While the Sandbox and other alternatives do aim to give consumers more control over their privacy, the reality is that we are simply shifting our trust from one entity to another. Instead of rethinking data collection, we are merely transferring it to a corporation, which may end up holding as much, if not more, information as entities do now. Furthermore, by using tools that link online identifiers with personal information, we are, in fact, reducing privacy rather than enhancing it.
Shifting away from third-party cookies or adopting alternative technologies may appear to be a step forward, but it doesn’t address the fundamental issue. The real challenge lies in improving consumer choice alongside the handling of data. We need to find a way to give consumers genuine preference control over their privacy while still meeting the demands of effective and efficient marketing.
I feel a mix of empathy and pragmatism about this situation. On one hand, companies have invested significant time, money, and resources into new processes that may now be adjusted or ultimately abandoned. However, it seems that few advertisers had fully embraced these new methods, partly due to skepticism about the deprecation actually happening. This period has been a valuable testing ground, forcing the industry to look within itself and explore alternative solutions, while bolstering the focus on consumer privacy. With enhanced understanding of our own internal processes, we as brands have a real opportunity to improve transparency and build trust with our consumers.
Food for thought – With consumer privacy in mind, we need to remind ourselves that brand awareness is not always positive. As a consumer there have been plenty of times that the same ads have popped up everywhere I go, and it’s actually turned me away from a brand or product. When a consumer is doing their everyday browsing, we need to think of both new and current places that they’re being presented with the choice. This is apparent in consent banners, which allow consumers to opt in/reject all third-party cookies. But even so, the choice is incomprehensible to the average consumer.
I ask the question – How do we include the consent banner as part of the consumer journey? Not only with the intention of more consumers hopefully “accepting all”, but for that split second when someone appreciates being clearly presented with the choice and told what accepting cookies will mean for their future browsing experience and relationship with the brand. This is a very powerful first step towards brand trust.
The industry will continue to evolve and adapt, regardless of what Google does next. But like in any fable, the lessons learned along the way were not in vain. We’re back to tackling privacy concerns head on, with consumers. Which seems a lot more straightforward. And when we look at that – it should never have been just about third-party cookies, but any 1:1 identifier. And that discussion still needs to be had.
But for the few early adopters that created truly privacy-first approaches (as opposed to the slew of cookie workarounds we saw) – congrats. You saw the forest through the trees and have something that’s actually future proof. And for agencies and advertisers, remember that no policy or software update can take away research and understanding of your customers, your media investments, and your business results.
By focusing on assessing performance against real business results – be it correlating results over a long period of time, test and learns, or more sophisticated data science models, you will be able to continue to evolve and stay successful amidst the ever-changing industry.
David Onessimo, Creative Director
Why do we travel? Surely, not to snap instagram photos. We travel to grow as humans. Exposing ourselves to new sights, sounds, smells, tastes, and routines jumpstarts our hearts and minds. Travel isn’t an experience that exists solely within departure and return. It leaves lasting impressions. Endless conversations, memories, and sometimes has a direct impact on our daily lives. The best travels define us in more unexpected ways forever. Living in Dublin as part of the CP Abroad program was one of those times.
My wife and I have traveled any chance we’ve had since the day we met, and we’ve carried this passion through to our family. So, when the opportunity came to relocate for one month to Ireland, we knew exactly what to expect. We’ve taken loads of trips together, both domestically and internationally. Our kids (now 7 and 8) love to travel. They will see new places, eat new food, and try a new routine. Then, we’ll cherry pick bits and pieces of those experiences to bring home, and so will they. Treating travel like a mental souvenir shop.
As a creative director, I love to collaborate with my peers, getting to know them as people. Nothing beats sitting in a room together and coming up with ideas to solve business challenges for our clients. I have been lucky enough to work with both our Boston and Dublin creative teams, but virtual meetings only go so far. To dream and laugh in the same room, to feel the energy firsthand with the team in person in Dublin, has changed our working relationship.
Over the course of 4 weeks abroad, we racked up memories. We played cards in pubs for hours, pet cows in Ireland, ate chocolate in Belgium, and attended concerts in London. Photographing and journaling the whole journey like some evening news reporter for my future self.
But after 3 weeks of being 3,000 miles away from our home, friends, and family, something unexpected happened. Something that had nothing to do with beautiful architecture and European lifestyle. We became closer to each other. My wife and I became better parents. My son became a kinder brother. My daughter became a more patient sister.
Beyond touring a 1,000 year old castle, eating fresh fish and chips off the boat, playing rugby with kids in the park, what we brought home from our CP Abroad was not a memory at all. We experienced a lot together. Experiences you’ll find listed on TripAdvisor. But the unexpected growth we saw as a family was far more satisfying than sipping a Guinness at dusk overlooking the Gap of Dunloe with an Irish fiddle in the background. That was, however, a close second.
Barry Frechette’s documentary, Paper Lanterns, was recently screened at the United Nations in Geneva, Switzerland. The film centers around Shigeaki Mori, a man who survived the Hiroshima bombing and has spent his life connecting with families of American POWs who lost their lives as a result of the bombing.
Barry, CP’s Director of Production and Creative Services, shared his thoughts on this viewing of his film.
The fact that this film is still being discussed and shown is a real testament to the Mori’s and all the American families who were willing to share their stories with us. And of the people that helped tell it. It took five years to make and it’s not lost on us how many people willed this to be. Paper Lanterns is always my constant reminder that no matter how “unprecedented” the times are, you can make a difference.
This marks the sixth time that Paper Lanterns has been shown by the UN.