As we near the end of 2024, we’re reminded of the wealth of unforgettable creativity this year has offered. From ads that tugged at our heartstrings to those that made us laugh or transported us through the magic of nostalgia, this year has been one to remember.

The Ad Age Amp community, including our very own Alyssa Toro, Sr. Partner & Chief Creative Officer, has curated the best ads of 2024. From celebrity-driven, blockbuster-worthy campaigns to imaginative animation and exceptional displays of talent, these selections highlight the creative brilliance that filled this year with joy, optimism, and inspiration.

See the full list here.

Karla Whelan, Senior Account Manager

From the moment I opened the email confirming my selection for the 2024 Female Futures Fund Programme, I felt like my heart skipped a beat. To say I was thrilled would be an understatement—I was absolutely elated! The thought of the incredible journey ahead, the inspiring women I’d meet, and the transformative opportunities this programme promised left me buzzing with anticipation.

In what felt like no time at all, I was walking into our first session, surrounded by 25 extraordinary women from across the advertising, media, and communications industries. From the very beginning, it was clear this wasn’t just another leadership program—it was an experience meticulously crafted to empower and inspire women at every level of their careers.

Each session focused on themes central to Women in Leadership, offering insights that felt as practical as they were profound. We explored everything from discovering our unique leadership styles to tackling challenges that disproportionately affect women in our field. What made it truly impactful was how tailored every session was to our real-world experiences. This wasn’t abstract theory—it was actionable advice, strategies, and wisdom I could implement immediately.

The peer mentorship throughout the programme was one of its most rewarding aspects. We didn’t just learn from the experts; we learned so much from each other. Every conversation with these talented, driven women was an opportunity to gain fresh perspectives and honest advice. There’s something so powerful about connecting with people who truly understand your journey because they’re on their own. It wasn’t just about building a network—it felt like building a safety net of encouragement, ideas, and inspiration.

What I appreciated most was the programme’s emphasis on vulnerability. Leadership can often feel like relentless pressure to have all the answers. Yet, this programme showed us that it’s okay not to know everything, ask for help, and navigate uncertainty gracefully. Embracing vulnerability became a strength, not a weakness, and that lesson will stay with me forever.

Hearing from women like Charley Stoney, CEO of IAPI, and our very own Vaunnie McDermott was nothing short of transformative. Their stories along with our other speakers were woven with authenticity and wisdom, resonated deeply—not just with me, but with every woman in the programme. They reminded us of the importance of balance, ambition, and staying true to ourselves as we navigate our personal and professional journeys.

If you’re considering applying for the Female Futures Fund Programme, let me offer this simple advice: do it. It’s a decision you won’t regret. And a heartfelt thank you to Connelly Partners for nominating me for this incredible opportunity. It’s an experience that has left a mark on me, one I’ll carry with me throughout my career and beyond.

Gorton’s Seafood was featured on World News Tonight, in a segment giving thanks to the quiet heroes across America this Thanksgiving.

The segment highlighted Gorton’s Yellow, Out of the Blue campaign, a nationwide initiative focused on spreading joy as part of their 175th anniversary celebration. Gorton’s rallied employees, partners, consumers, and a diverse group of influencers on TikTok to complete 175 acts of joy across the country, all inspired by the brand’s iconic yellow brand color.

Watch the full ABC segment here.

Podcast Showdown, TikTok Trends and News Influencers

The 2024 U.S. election saw creators and influencers take on a much larger role compared to prior years — from involvement at the White House Creator Economy Conference to the battle of the candidates on some of the nation’s biggest podcasts.

During this political cycle, election campaigns increasingly leveraged influencer strategies, particularly through long-form podcasts on YouTube and Spotify and short-form content on TikTok. Even as candidates and creators debate the ongoing challenges and risks associated with using influencer marketing for political campaigns, creators have undeniably become a core part of political culture and strategy.

Global Director of PR, Social Media, and Influencer Marketing Alyssa Stevens shares her perspective on how creators and influencers could reshape politics.

Read more.

Gene Begin, Managing Director, CP Education
Alyssa Stevens, Global Director of PR, Social Media & Influencer Marketing
Erin Mullaney, Media Director

The American Marketing Association’s (AMA) Symposium for the Marketing of Higher Education recently brought together more than 1,800 attendees from colleges, universities and higher education partners, the largest gathering in the history of the event AND the largest-ever symposium event for AMA, no matter the industry. 

The conference highlighted the importance of understanding people—especially the varied mix of higher education stakeholders—and the ways in which inclusivity, authenticity, and personalization are shaping higher education marketing. Here’s four themes we gathered from the insights shared.

Put People at the Center of Your Marketing: From Storytelling to Crisis Management

At the heart of the AMA Higher Ed conference was a call to center “people” in all aspects of marketing. This theme was underscored by nearly every keynote speaker. Whether discussing student-centered creative, generational differences, storytelling or crisis management, having a people-first mindset to your marketing and communications was paramount.

Keynote speaker Steve Robbins challenged the audience to rethink inclusion and recognize that our brains are wired to seek belonging. Our brain desires two things: to be part of a tribe and to be valued by that tribe. Yet, we also struggle when it comes to embracing difference. This makes inclusion a deliberate effort—especially in the context of higher education marketing where diverse student populations demand more than token gestures of representation.

Inclusion can’t be just a buzzword—it requires intentional action, thoughtful representation, and commitment to fostering a sense of belonging for all audiences. After last year’s Supreme Court decision on affirmative action, intentional inclusion marketing strategies are even more important than ever.

Authenticity, Trust and the Power of the Messenger

A significant portion of the event focused on the evolving expectations of Gen Z and Gen Alpha—two generations that are shaping higher education. 

“The messenger matters” was not only a great session led by Jeremy Tiers from Tudor Collegiate Strategies and Brian Piper from the University Rochester, but it was also a recurring theme throughout the conference. It’s no longer enough to create great content—you also need to think about who is delivering that content and how they resonate with your target audience.  Considering prospective students often are creators themselves, they are increasingly turning to social media influencers and content creators as their trusted sources for information due to the authenticity of their message.

This need is exacerbated by the general distrust these generations have in established organizations. This skepticism even extends to established digital platforms. YouTube and TikTok have overtaken Google as the preferred search tool for these generations, despite Google’s 88% share of search engine advertising. YouTube is also eating into the podcast space of Apple and Spotify due to video becoming a more preferred modality for podcast viewing.

Additionally, personalization is an important strategy to gain trust and show prospective audiences you are authentically trying to build a relationship with them. While only 18% of students believe higher ed’s communications feel personalized (per Tudor Collegiate Studies research), one college they worked with tested the impact of personalized, one-on-one counselor interactions and saw the likelihood of enrollment increase by 2.8 times. This kind of personalization can be a game-changer for colleges looking to convert prospects and applicants into enrolled students.

This session also made me think more deeply about what “feel” means when prospective students say that “it just felt right” when being asked why they chose a particular institution after a campus visit. More likely than not, that “feel” was generated by human interactions with the community. And research from the Edelman Trust Barometer confirmed that humans are the most trusted source of information, not a surprise considering word-of-mouth is still the most successful marketing tactic of all-time! 

Institutions that prioritize human connection—whether through counselors, faculty, parents and families, or peer networks—will gain a competitive edge in this era of distrust. With search intent and authentic messaging preferred on social channels, higher ed marketers need to shift their approach to prioritize these channels. If you want to stand out, use influencers who feel authentic and relatable, and focus on building personalized experiences that demonstrate a genuine investment in student success. 

Reframing Marketing for a Low-Trust World

In addition to influencer marketing in education, sessions explored other strategies for succeeding in a low-trust world. In a time when misinformation runs rampant, higher education marketers need to embrace “non-obvious thinking,” as coined by keynote speaker Rohit Bhargava. A few of his standout recommendations included:

• Stand for something – Develop a clear institutional identity and mission, and tell that story consistently.
• Embrace the conversation – Engage in two-way dialogue with prospective students and families. Marketers need to be listeners as much as they are speakers.
• Expand your audience – Diversify your approach to recruitment, focusing not just on traditional high school students but also on adult learners, international students, and underrepresented groups.

To break through the noise, higher ed institutions need to differentiate and be bold in standing for values and missions that resonate with the students they seek to enroll. The sheer volume of tuition increases and the increased competition for students has made differentiation more critical than ever. In the last 18 years, tuition industry-wide has skyrocketed by 506%, and yet many institutions still rely on the same tired marketing tactics based on geography, demographics, or selectivity.

VIV Higher Education led a session with great recommendations on the digital advertising front. They suggested your targeting strategies should aim to connect with students who are similar to those who already enrolled—focusing 80% on list-based targeting efforts and reserving 20% for experimenting with new audiences. Additionally, institutions must consider the full funnel of recruitment, allocating marketing budgets across awareness, recruitment, and advocacy stages.

They typically recommend 10-30% of budget in awareness, 60-80% in recruitment and 10% in advocacy.

With the long decision cycles for both undergraduate and graduate prospective students, creating awareness and nurturing long-term relationships is essential, so we would recommend the higher end of those awareness budget percentages. Additionally, every graduate program is unique, so whether using an area-of-study cluster strategy or a priority-program advertising approach, tailoring it to your specific university’s portfolio is important.

Summary

As higher education marketers, the time has come to embrace a people-first approach, grounded in authenticity, personalization, and inclusivity. The changing landscape requires a shift from traditional, one-size-fits-all marketing tactics to a more nuanced, human-centered strategy that resonates with today’s diverse audiences and skeptical, value-first populations. By incorporating some of these insights from AMA, institutions can build stronger connections with prospective students and position themselves for success in an increasingly competitive market.

Shannon Bresnahan, Brand Supervisor

Even before I was hired at Connelly Partners, I knew I was going to apply for the CP Abroad Program. During the many conversations leading up to my start at the agency, I learned so much about the program and grew increasingly excited. Prior to joining CP, I had some serious peaks and valleys in my life (felt like more valleys, but hindsight is always 20/20) and taking a trip seemed like just the experience I needed to bring me back to my old self. 

Curiosity Leads to Confidence

On the outside, I look like a pretty confident person, but like everyone else, I have my moments of doubt. Over the past few years, those moments had been growing, leaving me feeling increasingly uncertain about myself. Outside of work, I’ve never felt confident enough to grab dinner or a drink alone, let alone travel to another country solo. And at work, I tend to be more curious in meetings and listen to everyone else’s perspectives without always giving my own.

As a single woman, I lived in Dublin alone for the month and traveled by myself for two out of my five weekends abroad. Traveling solo in other countries pushed me into a new level of confidence I hadn’t tapped into before. I was, of course, having meals on my own and meeting new people, but I was also doing day trips and excursions alone, hoping to squeeze in as much as I could in a short amount of time. As I explored new experiences and built confidence, my curiosity about the world grew, and I wanted to play an active role in it rather than simply observing from the sidelines.

I could start to see a shift in my confidence at work even while I was still in Dublin. I was speaking up more in meetings and was less uncertain about my opinions. I’ve always been encouraged to share my thoughts and opinions at work, but I often held back, worried that someone might disagree or see my input as irrelevant. Once I started speaking up more, I realized just how wrong I was— my voice truly does matter.

As a Brand Supervisor, my work life is very organized with timelines and project plans guiding every client activity. In my personal life, I live more in the gray and fully embraced this on my solo trips. Occasionally I booked some tours but overall, I didn’t plan what museums or attractions I would see and I was able to be fully in the moment and absorb all the sights around me.

I’ve come to appreciate the excitement of embracing the gray areas, and I now want to bring that mindset into my work. Timelines will always be essential, but not having every detail doesn’t mean a project will fall apart. The unknown keeps you adaptable, ready to expect the unexpected and handle whatever comes your way.

I would have traveled without CP Abroad, but having the opportunity to fuse work and play taught me a lot about myself and how I want to work with my colleagues and clients moving forward. This is such a unique program and I can’t thank CP enough for the chance to live in Dublin for a month. I loved every moment and can’t wait to go back.

Ronan Doyle, Global Art Director

What a Time to Visit

Goosebumps. And not from the cold—in fact, this October was probably the warmest I’ve ever experienced. Blue skies, sun, and crazy vibrant Autumn colours. My Boston colleagues had told me fall is one of the best times to visit, and hey, they definitely weren’t wrong.

Frankie, my wife, and I had been to Boston once before in 2020, but the pandemic quickly cut that trip short. We had to leave without really seeing very much of the city, and everything shutting down around us. This time, however, was different, and it certainly delivered ten-fold. Boston has easily climbed to the top of our list of favorite cities, it has amazing history, rich culture, fantastic food, and incredibly friendly people.

Wanderlust

We usually skip the typical tourist attractions, preferring to wander and find hidden gems. Boston’s charm lies in its character—around every corner, there’s something new to see without it trying too hard to grab your attention. Whether we were climbing Bunker Hill, catching a boat on the Mystic River, or trying pizza near Hanover Street, it really felt like a big city with the charm of a small town.

Of course, Boston has its iconic sports culture and flashy lights, but what we loved most were the small quirks—like the funny voice that says “wait” at traffic lights. 

Another important part of our trip was visiting New York to see the 9/11 Memorial. I remember passing by the same spot in 1996 when my brother drove us from JFK to Scranton. This time though, I didn’t want a picture; it was about quiet reflection, and a reminder of the importance of making a difference in life. Our company’s vision might adapt, but I’m starting to understand what it means to be “defiantly human.” For me, it’s about striving to make a positive impact and that stood out as a reminder that we all have a chance to do that.

People

Meeting the friendly people in the Boston office was by far the highlight. Putting faces to names is invaluable, and I think the more people get the chance to do this, the more our multiple offices will feel like one. Conversations flow much easier when you have a face to talk to and I’m sure it will be easier when you have a face to put with that random slack or email. An extra bonus was working on a U.S. project while there, and I’d encourage anyone visiting another office to get involved in a project no matter how big or small.

Kudos to everyone who organized the apartment—it was truly the icing on the cake. It felt like a home away from home, with everything we needed for the month. Having a local food market nearby kept us from overspending on eating out every night, as tempting as that was! Standing on the roof deck, gazing at the twinkling lights, gave me a sense of calm in this bustling city. It made me feel very small, but also reminded me of the huge world out there and the chance we all have to make a difference.

Some of the highlights included meeting everyone in the office (including Carl and Beau the dogs), a surprise visit from Cape Cod relatives, river walks by Charlestown, Halloween pumpkins, finding the famous Good Will Hunting bench, the view from the top of the Prudential Tower, the beautiful Beacon Hill, the New England Aquarium, Fenway Park, the Hatch Awards, iconic New York sights, and, of course, lots of cold brew coffee.

Thank You

I honestly wish I could have Boston on-tap every day—but thankfully, I still have access to some of its people through our Boston office. This was an experience I’ll carry with me for a lifetime, and I’m so grateful for the opportunity given to me.

Ronan

Why She Holds the Key to Your Benefits Plan’s Success

Women are increasingly leading the charge in health decisions, from managing doctor’s appointments to making choices that affect their family’s overall well-being. As this year’s enrollment season kicks off, we’re taking a look at these women, who serve as the Chief Family Health Officer (CFHO) – the powerhouse behind the success of your benefits plan.

Sam Coons, Copywriter 

Last Thursday, I joined a handful of CPers who attended the 63rd annual Hatch Awards, hosted at Big Night Live. Connelly Partners had a great showing, taking home a collection of 15 awards, including 5 Golds. But just as important, we took home a few insights on the common threads amongst the winning work. 

The main takeaway wasn’t a huge surprise this year. Consumers just want to have fun. But not just any fun. Simple fun. The overwhelming majority of winning work had not only that ever-important “big idea” to it, but nothing felt like it was beaten to death by committee. Work ranging from clients like Progressive, to Bowery Farms, to Valvoline were all as easy to laugh at as they were to digest. And while we always look to move people emotionally in our work, we just can’t forget that bringing a little levity to someone’s day by making them chuckle at a silly joke or gasp at an incredible visual is still doing exactly that.

Our own winning work this year understood this, with simple, fun campaigns for clients like Boston Pride for the People, 123.ie, and Kayem. We couldn’t be more pumped for these wins!

As we shuffled out of the venue to celebrate before shifting into full gear for 2025, two words were repeated amongst us as an unofficial mantra for the year ahead. “Do less.” You just might win more that way.

Find the full list of winners here.

Mia Harvey, Brand Supervisor

After seeing so many of my colleagues have such amazing experiences on the CP Abroad program, I decided to take the leap and do the same! While I was incredibly fortunate to have friends and family visit me in Dublin, I spent a large chunk of my time alone, during which I cherished the moments with one of my greatest passions: reading. 

Coincidentally, some of my favorite books are set in Dublin and Ireland, including Sally Rooney’s Normal People and Paul Murray’s The Bee Sting. This provided the perfect excuse to revisit these beloved stories. As I settled into my working life, I found myself wandering the city each morning, tracing the footsteps of my favorite characters.

My explorations led me to the picturesque Trinity College, the charming Hodges Figgis bookstore, and, of course, the iconic River Liffey. Dublin is a city steeped in literary history, where the words of great authors resonate through its streets. I discovered more about the writers I admired, as well as those I hadn’t yet explored. I found myself at some of Dublin’s literary landmarks, such as Oscar Wilde’s statue in Merrion Square and his birthplace on Westland Row, and marveled at Trinity’s Long Room, feeling the weight of literary legacy all around me.

Alongside my favorites, I read James Joyce’s Dubliners, which immortalizes the essence of early 20th-century Dublin. As I walked through Temple Bar or along the Grand Canal, Joyce’s vivid depictions transformed my view of the city, revealing layers I hadn’t noticed before. During my last week in Dublin, Rooney’s latest release, Intermezzo, was published, allowing me to conclude my literary journey with one of my favorite authors, tying a perfect bow on my Dublin experience.

In addition to my reading adventures, I thoroughly enjoyed meeting new people at the Dublin office. My colleagues were not just coworkers; they were enthusiastic storytellers with their own insights into the city. Over coffee breaks and lunchtime chats, we exchanged recommendations for local spots. Their perspectives added depth to my understanding of Dublin, making the city feel even more vibrant.

By the time I arrived at the office each morning, I felt as if I had stepped into each story, becoming a character in my own narrative. Immersed in this vibrant city and enriched by the people I met in the Dublin office, I realized I was writing my own chapter in the ongoing tale of Dublin—a story inspired by the voices that came before me and the new connections I had made along the way.