With the looming TikTok ban in the US, local communication executives at an event hosted by the Boston Interactive Media Association noted a trend of online advertisers testing alternative platforms like YouTube Shorts. At the event, Kiley McMahon, Paid Social Media Manager at Connelly Partners shared that some clients have experimented with YouTube Shorts as a potential replacement for TikTok; however, it has yet to replicate the latter’s viral reach and perceived authenticity. Despite many clients not yet migrating to YouTube, contingency plans are in place for their clients in case TikTok does go dark, even momentarily.

Read more Here.
 

AdAge is highlighting the voices of women who are making waves in advertising this Women’s History Month. CP’s own Alyssa Toro, Senior Partner and Chief Creative Officer, shares her insights on driving change in a traditionally male-dominated industry.

To connect with consumers, brands must lead with empathy and a deep understanding of their lives. Women’s superpower is emotional intelligence. We know the value of understanding the nuances of human experience to align product benefits with real consumer needs. As consumers demand more authenticity, having women in leadership isn’t just valuable—it’s essential.

Not to mention, In just four years, it’s estimated that women will control three-quarters of all discretionary spending. So having women at the table is a must. We are able to relate better to the complicated fabric of a female consumer’s life. That consumer has a lot on her plate and even more on her mind.

We saw this in action at SXSW, where our client & agency teams, including so many powerhouse women, ideated and brought to life one of the most successful brand activations for Gorton’s Seafood. Women’s ability to collaborate, problem solve, get their hands dirty, emphasize diverse perspectives; made the work stronger. This goes a long way in cultivating a healthy team that will work tirelessly together to develop interesting ideas and find the most exciting ways to execute them. Ideas thrive on builds, and you need a strong communicative network to get there.

Ultimately, the best leaders in advertising—male or female—are those who inspire creativity, drive innovation, and foster collaboration. The unique traits that many women bring to leadership positions in advertising make them particularly well-suited to navigate the challenges brands face and solve them with ideas that build brand loyalty.

Read more here.

Steve Connelly is taking the stage at the 2025 MISSION Hubs Forum in London, England as a featured speaker. This year’s Forum will focus on industry challenges and leadership development for building flexible, resilient businesses.

In his talk, Steve will share why it’s time for leaders to embrace honesty. Having built a creative business that reaches from Boston to Dublin to Vancouver, Steve believes that great leaders, like good coaches, need to be more demanding, honest, and challenge their teams. Is it time for more “Connelly Realism” in our agencies? See what you think.

Abby Versaggi, Assistant Programmatic Media Buyer

I recently attended Scope3’s inaugural Landscape conference in New York City, where I had the opportunity to explore not only Scope3’s new and potentially game-changing ad tech but also the key challenges facing our industry—brand safety, supply chain optimization, sustainability, and the evolving role of AI. Here are some of the top takeaways from the conference:

The key themes of the day were safety, sustainability, and growth, with a strong focus on implementation. If a new technology can’t be demonstrated, used, deployed, and mastered, it won’t be adopted effectively—making proper execution essential for industry-wide change.

The Challenges of Brand Safety in Programmatic Advertising 

Current brand safety tools have fallen short, and the industry—particularly in programmatic advertising—continues to struggle with transparency.

Sustainability, media quality, and brand safety are all interconnected. A lack of innovation has made it difficult for advertisers to access URL- or page-level data, creating significant challenges in transparency. 

AI-Powered Solutions for Brand Safety

Recognizing the need for a better approach to brand safety, Scope3 announced an AI-powered brand safety and suitability product. This new tool gives advertisers greater control over the content their ads appear on while reducing unnecessary content blocking.

We know AI uses a lot of energy to make decisions. So does the current digital advertising ecosystem, especially programmatic. The differences are:

1. We have the chance to develop AI systems with sustainability in mind, unlike how the programmatic ecosystem was developed. 
2. AI can also replace and streamline tech, as it is more forgiving of inconsistent data due to its ability to learn and model.

For example, blocklists and category filters have traditionally flagged keywords on a page without considering their context, often leading to the blocking of safe content. Scope3’s AI-powered brand safety agent addresses this by analyzing the full context of any piece of online content, ensuring that decisions align with a brand’s exact requirements. Advertisers can also provide feedback to refine the model over time.

Low-quality and Made-for-Advertising (MFA) sites host excessive low-value content and drive inefficient ad spend. With custom AI agents, advertisers can avoid bidding on these sites; therefore, reducing unnecessary energy consumption and wasted ad dollars. 

Custom AI Models For Greater Transparency

This new ad tech allows brands to build their own models based on their business goals, and criteria for brand suitability. It can be integrated into Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) to offer a more comprehensive view beyond just a site name. 

Additionally, it explains to advertisers and publishers why content was blocked and allows them to adjust parameters as needed. This helps solve the black box problem that many AIs face by making data-driven decisions more observable and understandable. 

AI’s Role in Sustainable Programmatic Advertising

If we don’t address the inefficiencies in programmatic advertising, we risk wasting millions of tons of carbon. AI has the opportunity to add to these emissions or counteract these inefficiencies. Scope3 has developed a way to do the latter, ensuring sustainable evolution of the programmatic landscape.

No stranger to evolving with consumer habits, Gorton’s Seafood made a splash at SXSW, infusing Austin with New England charm. Their iconic yellow transformed the venue, which featured a giant ship wheel arch at the entrance and a specially painted exterior. This landmark event, their largest activation yet, was a full-fledged celebration of their new shrimp products.

“There were times where I would just look around and see all these people gather with a drink in their hand and food in the other, and they were bopping to the music. And I was thinking, this is exactly what we wanted,” says Susie Siegel, Senior Integrated Marketing Manager at Gorton’s.

Read more here.

Additional coverage:
BizBash: SXSW 2025: See Inside Top Events and Activations
AdAge: The Top 5 SXSW 2025 Brand Activations to Know About

Making their SXSW debut this year, Gorton’s Seafood held a shrimp and cocktail party at the Rainey Street Historic District’s Parlor Room. Complete with Gorton’s many shrimp products, the two-day event saw 3,500 attendees and dozens of influencers and included cooking demos, a merch wheel, and live music performances.

Read more here.

Claire Eisenberg, Director of Corporate Communications

This year, we kicked off International Women’s Day at The Female Quotient Lounge at SXSW. The Female Quotient empowers millions of women globally by fostering inclusive workplace cultures through community building and visibility initiatives. As an agency that knows a thing or two about the importance of understanding your audience, their mindsets and motivations, this activation spoke to us.

As we entered the lounge, we were greeted by a library of books for the taking, all written by female authors, a partnership with UrbanStems to give women their flowers (literally), an agenda filled with powerful speakers and lots more.

One of the highlights was the “Advancing Healthcare for Women” panel, where experts came together to discuss the power of community, accessibility and using technology for good.

Here are our key takeaways:

Use technology and don’t be afraid of it. Our medical system is siloed, but with the support of AI, we can provide more holistic care, treating the entirety of the patient. – Dr. Sharon Malone

Innovation should be synonymous with accessibility. – Erica Taylor, Ph.D.

Matty Habersaat, Media Planner

A Month of Growth, Travel, and Once-in-a-Lifetime Moments

Traveling abroad to Ireland was an experience I will never forget. Before this trip, I had never been to Ireland—let alone traveled internationally by myself. Given a past travel mishap involving a disastrous checked bag incident under an airplane, I was determined to make this trip work with just one carry-on suitcase and a backpack. Somehow, I managed, and what followed was a month of adventure, cultural immersion, and personal growth.

Upon my arrival, I was met with warmth and hospitality from the Dublin office. The team’s kindness made it easy to build relationships and settle into my new home for the month. They were quick to share their knowledge of the city and its culture with me and I realized that in many ways, Dublin was reminiscent of Boston with its easy-to-navigate layout and rich historical backdrop. Among the many sites I visited, St. Patrick’s Cathedral, the Trinity College campus, and Dublin Castle stood out as my favorites (it also wasn’t hard to find a decent pub either). 

Beyond Dublin, I took several day trips to explore more of Ireland’s breathtaking landscapes and historic sites. Each location presented unique learning opportunities, pushing me to step outside my comfort zone and embrace the unfamiliar. Belfast, Northern Ireland, Glendalough, the Wicklow Mountains, and Kilkenny each left a unique impression on me, deepening my appreciation for the country’s history and natural beauty. Each destination had something special to offer—whether it was the medieval charm of Kilkenny, the serene lakes of Glendalough, or the rugged beauty of the Wicklow Mountains. 

One of the greatest advantages of the program was the opportunity to travel abroad beyond Ireland. My girlfriend and I took a quick weekend trip to Valletta, Malta—a place unlike any I had visited before. The architecture, history, and atmosphere of the Mediterranean city was captivating and reinforced the importance of being open to diverse experiences and perspectives. It was a completely different experience from Ireland, and I’m grateful for the chance to expand my horizons and explore another part of Europe during my time abroad.

My passion for football (soccer) provided a unique lens through which to observe Irish and English culture. Attending matches live, particularly at Port Vale FC with my dad, allowed me to connect with locals on a deeper level. This was the highlight of my soccer journey, as I’ve had a personal connection with the club since visiting when I was 12 years old. Knowing that my dad and I had traveled all the way from the U.S. to see a game, the club went above and beyond, introducing me to both faculty and players while parading me around the ground. The incredible hospitality we received was a testament to the unifying power of shared passions. This experience reinforced the importance of building relationships and finding common ground in a foreign environment.

Overall, this experience was nothing short of life-changing. I am beyond grateful for the opportunity CP provides to work abroad, which exposed me to the advertising industry in a different country and allowed me to build new relationships with my peers. More importantly, I learned a lot about myself. This experience challenged me to adapt to new routines and cultures, navigate new places, and embrace the unexpected. I returned home with a greater understanding of myself, a broader perspective on the world, and a renewed sense of confidence. 

For anyone considering this program, I highly recommend it. The stories and memories I’ve gathered during this trip will stay with me forever, and I will always cherish the personal and professional growth I gained along the way.