Allie Pignataro, Associate Media Director

It’s early April in Palm Springs, it’s hot as hell in the desert, and media agencies, advertising agencies, and technology companies alike are strolling through the doors of the Miramonte Hotel, two years after the onset of COVID-19. Everyone is ready to embrace new and old faces, but more importantly, navigate this new era of change and uncertainty that has undoubtedly made its mark on the advertising industry.

I was lucky enough to attend this year’s Digiday Media Buying Summit where I listened in on many fireside chats and panels, as well as participated in town-halls and group discussions surrounding the hot topics in the media and marketing world. There were a lot of interesting conversations about new media channels, data privacy, etc., but there was one in particular that really struck home for me: the rise of the independent agency.

I know this idea isn’t necessarily a new phenomenon per-se. But although the pandemic has disrupted ad agencies of all sizes, it’s become clear that this ‘experience’ has really showcased the power of the independent agency model. I was very proud to be representing Connelly Partners prior to the summit, but I left feeling even more proud to be part of an organization that embodies and exhibits the unique value and strengths that independents can offer.

To highlight a few:

Agility

Surviving in the marketing industry means being able to quickly adapt to the needs of your consumer. As market demands continue to change at extremely high rates, there is an insane amount of value in the ability to be flexible. Every company knows that. Leaving wiggle room for innovation and change is a vital part of being successful. Simply put, ad agencies that are independent have less red tape. They’re free from agency network bureaucracy, allowing them to make quicker decisions and react at speed. 

Choice

Independent ad agencies make their own choices versus having them made for them. This is reflected in the talent that they hire, the various strategic business decisions they make, and having the privilege of seeking out prospective clients who are like-minded, demonstrate very similar passions, and exemplify the same philosophies and values.

Accountability 

Independent ad agencies are able to take accountability for every action they take, both good and bad. But, they kind of have to as small shops as there’s no one else to pass the blame to. While it’s easy to bask in success, it’s equally important to own up to mistakes. This type of transparency works well for both clients and employees.

Creativity 

Independent ad agencies are typically smaller and have fewer resources. This can actually be perceived as quite a large advantage as it provides departments more clarity and encouragement to be resourceful in how to think about developing and communicating new ideas, strategies and insights. The notion of “less is more” is completely suitable in this case. Independents scratch the surface to find solutions that perhaps haven’t been contemplated by others previously.

It was rewarding to hear many people share the same perspective in that independent agencies know damn well how business is run. They are laser-focused on the well-being of the client, while also taking the time to understand their bottom line. Most importantly, independent ad agencies truly care about the impact their work and dedication has on the overall business, a priceless aspect that money can’t buy. 

 

 Ali Sayles, Media Supervisor 

This month, Connelly Partners gave me the opportunity to take a break from my day-to-day media planning responsibilities to attend the Digiday Media Buying Summit in Palm Springs, California. Along with enjoying the beautiful weather, I was able to learn from some of the top media executives in our industry. During our three days together, we covered a variety of topics ranging from emerging media and marketing trends, the cookieless future, and ways to evolve media strategies. I walked away with new connections, and a breadth of knowledge which I’m excited to share with my Connelly Partners colleagues and clients. Here are a few of the topics that stood out: 

Transparency is key. 

With the cookieless future upon us, it’s important, now more than ever, to ensure that we’re transparent with how we’re collecting and measuring media data. This impacts communication not only with marketing and advertising clients, but internal agency teams as well. 

Clean rooms are the new future. 

Clean Rooms are a must in order to ensure that media data is being used in a privacy compliant manner. Many media and technology vendors are offering their solution, but it’s important we align on which solution is the path moving forward. 2023 will be here before we know it.

Metaverse is emerging, but still too new.

There’s been a ton of conversations surrounding media and the Metaverse, but the hype outpaces the material value. There are still questions that need to be answered; Where does the Metaverse fall within the social and media landscape? Will there be advertising within the Metaverse? How will we do it? Can we measure it? It’s still too early to tell. 

Gone are the days of upfront media planning. 

The pandemic has increased the need for media teams to be nimble when it comes to our media strategies and tactics. We saw this with COVID-19, the Ukraine and Russia, as well as the chip in the auto industry. Events like these have forced us to have a plan A, B, C, and D ready to activate.

So, what’s next for media planning and buying? If there’s one thing that I learned, it’s that what’s next changes constantly. Tools, products, and technology are constantly evolving, but that’s the best part of our job; no day in media is the same. Stay hungry for knowledge, be a sponge, ask questions, and poke holes.

Oh, and stay hydrated, because it definitely gets hot in the desert.

Andrew Velichansky, Brand Supervisor 

Most brands nowadays have defined their “Purpose.” Beautifully cast in size-64pt font on a cardstock hand-out given to everyone at the corporate office. Two weeks later, it ends up in a Waste Management truck and forgotten until the next annual company meeting where it shows up on the “agenda” slide. 

Box: Checked.

It’s not ill-intentioned. We’re busy, and accountable to hit numbers that are black, not red, no matter how we get there.

But, if an organization is solely focused on selling products or growing share, it’s leaving a lot of value on the table.

What is a brand’s purpose?

It’s its reason for being—the why it exists. A north star that guides the whole organization, inside and out.

We make decisions daily: Is the new product viable? Do we support the social cause? Will the job candidate drive us in the right direction? Having a north star focuses every decision, giving clarity and meaning for employees, customers and beyond. Think: Does the outcome of this decision align with our purpose?

Why do brands need a purpose?

Because without it, they sell commodities and employ uninspired people. 

Take socks and shoes. Common goods, and with too many known (and unknown) brands to count. How was Bombas able to surpass $100MM in revenue in 2018 selling socks in such a highly fragmented market? Their brand purpose is clearly and demonstratively rooted in helping to clothe those in need, donating one pair of socks for each sale. Toms shoes was an early leader in that business model. Comfortable and aesthetic socks and shoes were cost-of-entry. Rooting their commodities in a larger purpose let them break through and scale.

Brand purpose doesn’t end at philanthropy. CVS boldly stopped selling profitable tobacco products in 2014. Their redefined purpose to “Bring our heart to every moment of your health” led them to ditch tobacco products and launch their “Start to Stop” program to help people quit smoking. Weeding out products that didn’t support their purpose freed up space to innovate and sell ones that did. A short-term sacrifice, but long-term bottom-line driver.

Ask Unilever, which reported in 2019 that its purpose-led, sustainable brands (Ben & Jerry’s, Vaseline, Dove, among many others) grew 69% faster than the rest of their business. And a 2019 study by Deloitte uncovered that purpose-driven companies grow three times faster than their competitors. 

The bottom line is better for it, and so are the employees.

The Great Resignation agitated the labor market, sending companies scrambling to adapt their culture and benefits to be more talent-friendly. Businesses are still struggling with retention. Yes, we want money. But that’s not all.

According to a 2021 McKinsey study, employees are more than five times more likely to feel fulfilled when their purpose aligns with their employers’. Two-thirds of millennials consider an employer’s social and environmental commitments when deciding where to work.

Gen-z is already a core part of the workforce and realizes the power brands have in driving DE&I. They’ll orchestrate brand boycotts. They’ll spike viral sales. And they aren’t afraid to resign from purposeless product-driven companies. They want to feel they’re impacting people, and they want the companies they work for to use their position of financial strength to make peoples’ lives better.

How do we put it into action?

Building a purpose takes time. It’s an ongoing commitment from R&D, HR, marketing, finance, production, and operations. It takes months to develop a meaningful initiative. It takes years to build an authentic purpose backed by substance. And it takes leadership that recognizes the significance of embracing that purpose every day.

We’ve worked with clients to both lay the foundation, and also help those with established purposes find authenticity by crawling, walking and eventually running toward that north star. What does the Defiantly Human methodology look like?

Take our client, Liberty Bank, where we:

• Hosted a series of stakeholder interviews to uncover how their employees viewed the organization’s new mission/vision, and what role they saw the bank playing for customers and the broader community. 
• Landed on a positioning and tagline that embraced who they were at their core and addressed the larger purpose they needed to serve: Be Community Kind.
• Led a set of employee ideation groups to brainstorm products, services, events, hiring/onboarding programs, community relationship building, and much more, all through the lens of Be Community Kind.
• Concepted and helped execute surprise & delight initiatives, including a new brand ambassador program focused on rewarding and paying everyday kindness forward in spontaneous ways.

The secret to building lasting, institutional purpose in an organization? Involve everyone. The whole company–all levels, all departments. Workshops and ideation groups without guardrails–ignore budget, timing, and current products and services. That’s when the ideas really flow. It’s easier to take a big idea back down to earth than the other way around.

Most importantly: It’s not a project. Or a task force. Or CSR. It’s a philosophy that requires an ongoing, honest review to ensure everything we do points us toward that north star.

Ideate, evaluate, act. Lather, rinse, repeat.

We’ve spent the past two years watching our world get hit by a global pandemic, civil and political unrest, war and violence. In times like these, it’s hard to see positivity in anything; it sometimes feels as if the world is falling apart. However, Steve Connelly shares that we have good reason to believe that everything is going to be alright. Good always perseveres, no matter how bad things get.

Read the full story here. 

This week marks the beginning of Women’s History Month, and to celebrate, we asked a few of our leaders to take a moment to reflect on some of the major influences in their lives that helped shape them into the people they are today. Here are some things we can all learn from these remarkable women. 

Find your people

If you were to ask me how I became the first female CCO in the city of Boston, I could mention the hard work, the campaigns I helped create, or my relationships with clients. But really what it comes down to is that I found my people early on. Probably the single most important piece of advice I could give to any aspiring creative director. You have to surround yourself with your personal Board of Directors. I am inspired by mine. The person who will ultimately be your boss of 25 years who sees you as a creative person regardless of gender. The person who develops concepts with you and will take the time to discuss mutual parenting strategies before heading toward an idea. The people surrounding you on a daily basis who are open-minded enough to hear all perspectives but opinionated enough to tell you theirs. And make you laugh. It’s so important that they make you laugh. Most importantly, I’m inspired by my family who lets me be my authentic self while simultaneously reminding me why it’s all worth it. I’m not sure I can pinpoint any one person or thing or event that has inspired me the most over the years, but I know this: I did not do this alone.

– Alyssa Toro, Sr. Partner, Chief Creative Officer – CP Boston 

Don’t be afraid to fail

I have been the beneficiary of three incredible leaders in my career who all helped to shape me into the leader I am today. One who taught me the importance of pushing past comfort zones (by literally shoving me into a role that I didn’t think I was ready for), one that showed me the strength in being an empathetic leader (and how as women that is a huge advantage), and one that attuned me to listening – really listening (what isn’t being said, that you are hearing). However, in each and everyone of those leaders, never once was I made to feel like failure wasn’t acceptable. They collectively led from a spirit of encouragement and never fear. Fear-driven leaders can breed a toxicity that debilitates their staff and the damage often can be unrepairable, thus negatively impacting culture. My advice to any aspiring leader is to provide clear guidelines around expectations, offer all the support when they need it, then allow people the wiggle room to succeed and fail. Let them show you what they are capable of. And in the worst case that there is failure – this is where people will grow the most.   

– Nadine Cole, President, VRX Studios – Vancouver

Compassion and determination are the keys to success

My mom, Marian, has inspired me to lead with determination and compassion. As a divorced single mother, she fearlessly pursued her own career ambitions in education, which is something that I always admired. Beginning as a 5th grade teacher and ending her career as an Assistant Superintendent, she wore many different leadership hats, including Troop Leader for my Girl Scout group! My mom had high expectations for her students and fellow educators, but never let her firm approach affect the relationships she built with everyone she encountered. To this day, students she taught decades ago still keep in touch! That’s the kind of leader I strive to be. 

My advice for aspiring leaders is to strike a delicate balance between being assertive and direct, while still allowing your personality shine through. When it comes to team building, it’s important to create strong relationships with your peers. If you’re all business, all the time, it’s harder to foster those long-lasting connections. Instead, find a way to lead with empathy, as it will earn you respect, and ultimately help your team to achieve its collective goals. No one wants to work for a leader they fear and I’m a firm believer that compassion is the key to success. 

– Alyssa Stevens, Director of Public Relations and Social Media – CP Boston

Be fearless

I have been inspired by so many people in business. Each job I have done, no matter how random and unrelated to my current role, has taught me a skill that helps me today, taught to me by someone I admired. Most important for me, was how the task was done, and by that I mean how people were treated. Respect and kindness can never be overrated.

More than anything, I admire and am inspired by people who, through curiosity, sheer determination and tenacity, have achieved great success. Especially people who did not have support to guide them in their younger years. I firmly believe everyone has it in them to do well in whatever field they choose – extraordinary people are just ordinary people who go that extra mile, but having a mentor along the way helps.

I grew up in a family of successful entrepreneurs. I am one of six children, and am currently the only one not self-employed (though I did have my own business for 10 years – I had to!) My dad, although no longer on this earth, still inspires me. After he graduated with a degree in engineering, he, like so many Irish at the time, headed for the USA. As part of this programme to get his visa, he did training with the Marines. One of the key takeaways was something that stayed with him all his life, and influenced me as well. It was these four words: “Just one more step.” No matter how big a task seems or how overwhelmed you feel by the scale of it, just focus on one more step and you will get there – you don’t have to have everything figured out, just the next thing on your list. 

My current inspiration is a mantra I repeat daily as I strive to be more focussed and efficient in a world where we are pulled in so many directions each hour – it’s the following quote from Aristotle: “We are what we repeatedly do. Excellence, then, is not an act, but a habit.”

So many of us suffer from imposter syndrome, thinking we are not as bright or as gifted as others, when really it boils down to determination, being fearless and getting into good habits. 

– Vaunnie McDermott, Client Business Director – CP Dublin

Don’t give up, even when things are hard 

This may be cliche, but I owe so much of what I’ve been able to do throughout my career to my mother, who was from a generation of women caught in the middle of the working mom movement. She grew up in the late ’50s when women were schooled in homemaking, only to be told by society in the early ’80s that, not only could she have it all, she was expected to do it all. The issue was that the culture of pressure and expectation hadn’t yet shifted to be supportive of working moms. I watched her juggle those expectations – going back to college, starting a job with young kids, finding her voice – and the toll those expectations took on her, her family, and her marriage. Yet, I watched from the safety in knowing that I was blessed with so many options.  This taught me that doing hard things was not only possible, but so very important.

– Michelle Capasso, Partner, Director of Media Services – CP Boston

Featuring: Scott Madden, Sr. Partner, Director of Strategy and Paul M. Capobianco, Cultural Anthropologist 

What is new nostalgia and why is it such an important component of advertising today? Simply put, it is looking at the past and revealing new ways forward for the future of humanity. It is directly addressing the backwards ideas of the past and thinking about what the future ought to be. 

In this session, we delve into the role of nostalgia in advertising and examine various uses of it. We also discuss the “Great Resignation” and how the Pandemic has caused people to re-examine their values and what they now look for in an employer.

 

Featuring: Alyssa Toro, Sr. Partner, Chief Creative Officer, Michelle Capasso, Partner, Director of Media Services, Sarah Taylor, Group Brand Director, Ally Chapman, Senior Brand Strategist, and Kristen Kearns, Executive Producer at Element Productions 

Did you know that women make up over 80% of purchasing decisions? Or, that almost half of those watching the Super Bowl are female? It goes without saying that women are an important demographic that brands should be paying close attention to. In this discussion, we examine Super Bowl advertising from a unique, female perspective. 

We discuss the role of humor, relatability and authenticity in commercials, as well as recent trends in roles and stereotypes, concepting and execution. Using Super Bowl spots and our own survey findings, we explain why the spots were successful or where they missed the mark. 

 

Connelly Partners Benefits Administration

The recent Massachusetts State Legislation bill H-2985 proposal introduced by Rep. Kate Lipper-Garabedian is a major development to help address the crushing student loan debt crisis. The proposal would offer companies who contribute to their employees’ student loan debt with an annual $2,000 state tax exemption per employee. It’s no secret that the cost of obtaining a college education has skyrocketed in the last twenty years, far outpacing wage growth. This concerning trend shows no sign of stopping and, as a result, an entire generation of the workforce faces a perilous financial headwind. Four-year colleges costing upwards of $300,000 is an eye-watering amount for both parents and students alike. 

As an employer, we share a responsibility in the student loan debt crisis.

At Connelly Partners, we feel that we share responsibility with our employees, as job requisition requires a college degree to maintain a talented workforce to best serve our clients. 

An alarming trend developed at Connelly Partners as 401k participation rates among our younger employees was low. A benefits package should address the needs of the entire workforce demographic. Building a generous 401k matching program and supporting robust medical related insurance offerings is an obvious starting place. As benefit administrators, we must consider that our “under 26” employees in their first or second job out of college are most likely still going to be dependent for medical insurance purposes. Therefore, a benefit this employee can take advantage of is starting contributions to their retirement savings. Well, let’s face it, it’s extremely hard to save for retirement with tens of thousands of dollars of student loan debt payments looming ahead. 

At Connelly Partners, we wanted to do something about this. So, we did. 

In June of 2016 we became the first advertising agency to partner with Gradifi to introduce a Student Loan Paydown benefit for all our employees. The program is a five year long commitment to our employees to help pay down their student loan debt faster with monthly employer contributions paid directly to the student loan balance. 

The long and short of it? We make direct monthly contributions to employees’ student loan principals over the course of five years for a total of $10,000 per employee. Since June of 2016, Connelly Partners has contributed over $300,000 and counting to our employees’ student loan debt. 

Offering the Student Loan Paydown Program has not only added an important benefit that appeals to the younger workforce, but also increased the participation rate of our 401k retirement plan to one of the highest percentiles in our industry. We couldn’t be happier with the trend reversal to support long term financial wellbeing for all our employees. 

We understand there is no easy solution to the student loan debt crisis. We applaud bill proposal H-2895 as a step in the right direction between government and employers. However, it’s not enough. According to 2022 State House News Service, this bill tax proposal is estimated to cost Massachusetts $1.8 to $6.7 million annually. For perspective, Massachusetts collected $34.14 billion in taxes in 2021. For the greater good of confronting the student loan debt crisis, we hope there will be much more to come by both state and federal governments.  In the meantime, we continue to combat this crisis with our paydown program. Why? Because it’s the right thing to do.

Courtney Marlow, Public Relations & Social Media Manager

During a time when most people are (hopefully) looking at their phones less, marketers have to make moments on social media really count. Consumers are looking for guidance and tips when it comes to fine tuning shopping lists, decorating for holiday parties, entertaining guests, and finding the perfect gifts for loved ones. So how can brands join the conversation and actually HELP make these purchasing decisions easier for consumers? If you ask me… ‘tis the season for more influencer marketing. 

Sure, every part of a brand’s holiday marketing strategy is important, but influencers are called influencers for a reason – they are truly influential! Your everyday life decisions can constantly be influenced by those you follow on social media. For example, in a recent survey we conducted, we asked social media users whether they would be more likely to make a recipe if it’s posted by an influencer or a brand and a whopping 76% claimed that an influencer post would be more impactful. 

So how can you take advantage of influencer marketing amidst the chaotic holiday season? For starters, it’s important to identify your brand’s goals and priority products/services, the consumers you are trying to reach, and the types of influencers who would best resonate with your target audience and align with your brand. From giveaways and discount codes, to simply sharing gift guides and shopping inspiration, there is no better time to look to influencers as an extension of your brand. 

With all that said, here are five holiday influencer campaigns that made me say ‘Alexa, add to shopping list’: 

#SpanxGiving by @spanx: Aligned with its mission to empower women, the brand is teaming up with 12 different ‘girl boss’ influencers as part of its #SpanxGiving campaign. For each daily giveaway, people are encouraged to ‘like’ the post, follow @spanx and the corresponding influencer partner, and tag a Spanx-loving friend in the comments. (Example post) 

#PrimeLife by @amazon: Focused on highlighting Amazon.com’s wide selection of products and speedy delivery, participating influencers have been posting about their tried-and-true Amazon finds, encouraging their followers to check out various gift guides linked in their Instastories. (Example post) 

#MintedHoliday by @minted: Working with a large number of influencers to promote holiday cards available on Minted.com, partners have been posting their own card creations and sharing a 20% off discount code with their followers. With influencer-specific codes, the brand will be able to track the traffic and purchases driven by each partner. 

#CrateStyle by @crateandbarrel: As a way to create extra excitement around holiday decorating, Crate & Barrel has partnered with various influences, known for their home decor-focused content, to showcase products that make their homes festive and cozy. (Example post)

#WFMForTheHolidays by @wholefoods: With holiday grocery shopping and cooking in full swing, Whole Foods Market worked with a few food and lifestyle influencers to highlight their Thanksgiving menu, as well as encourage their followers to check out the store’s catering options. Overall, influencers highlighted Whole Foods Market as their one-stop shop for all of their holiday cooking needs. (Example post) 

Will you be decking the halls with influencer partners this holiday season? With the new year right around the corner, it’s a great time to learn, grow, and perhaps even change the way you work with influencers. I personally can’t wait to continuously watch the industry change and evolve. Cheers to that! 

 

 

Marc Santos, Associate Director of Strategy

I just spent 3 jam-packed days in Nashville at The Market Research Event (TMRE). I listened to and chatted with Insights & Strategy leaders from across the world. A Disney trip for people like me that obsess over understanding humans and what it means for brands and our futures. 

I was inspired by an idea that ultimately led me to a thought: meaning is misunderstood. 

We use meaning predominantly in the pursuit of better understanding something else. What does this or that mean? We don’t give the actual concept of meaning enough love. We don’t think or talk about the meaning of meaning. We use it too one-dimensionally. You know what I mean? Hang with me…

Roughly 40% of English words have more than one meaning (reason enough why my Portuguese grandparents never mastered it). And beyond words, meaning can be feelings, visuals, actions, and implications. It can be past, present, or future. It can change. That all makes meaning the opposite of one-dimensional. 

Here are three implications of meaning for brands and why:

Meaning is dynamic.

Oftentimes, brands think about marketing and product innovation in pillars. The example I’m going to use here is around the idea of convenience.

Over the years, the meaning of convenience has changed. In Grocery or QSR, convenience once meant physical presence in as many locations as possible and has evolved into self-checkouts/kiosks, curbside pickup, and “is my grocery store on Instacart yet?” These are all products of convenience = time saved.

There is a race to provide the fastest, most seamless experience possible. Brands are putting their Benjamin’s and brains towards the cause but as they do, something more macro may be happening. What will it mean to have a relationship with a customer? What if time spent becomes more coveted than time saved? What if one day speedy experiences mean soulless ones?

People are funny. Maybe one day they’ll work harder for brands because they’re willing to, want to, or it becomes normal to. In that world, a brand designed to make it easy – but not engaging – will become boring and forgettable.

Meaning is active. 

You can’t go a day without hearing the words ‘authentic’ and ‘purpose.’ They’re only worse when they’re used in a sentence together. As it’s well-documented, living their stated purpose is where brands can be vulnerable.

That old phrase “SAY WHAT YOU MEAN!” has been totally replaced with “DO WHAT YOU SAY!” because our mental say-do equation has changed drastically over the last few years and instead of giving the benefit of the doubt, we’re actively monitoring and questioning brand behaviors – regardless of whether we’re evaluating them as their customer or never intend to be anyway.  

Purpose is reason – something stated. Meaning is significance – something created. By being hyper-focused on purpose, we’re predisposed to focus on words and messages but when we focus on meaning, we’re naturally in action.  

Meaning is power. 

Using an airplane analogy, meaning plays the role of a rudder. The rudder is important but only plays a role when the pilot engages it. A decision vs. natural occurrence. Meaning is oftentimes used in that same capacity – necessary context to “land the plane” (excuse the bad pun), but what if meaning was in the pilot’s seat and could inspire decisions? 

There is a rapidly-growing department within many of the world’s top brands – Foresight Teams. Rudders in the cockpit. These teams have a challenging job to predict what’s largely unpredictable. Present day Consumer Insight is hard enough given people don’t always say what they mean, do what they say, or tell you what they really think. But sometimes they can indirectly or unknowingly offer clues about what their mindsets and behaviors today suggest about the future. 

With the right blend of indirect association and projective exercises (and the right eyes on the data!), brands can find avenues where meaning can power their longer-term futures vs. solely helping them navigate today.  

Remember… meaning isn’t perfect because it’s created by people who aren’t perfect. We’re illogical and change our minds… a lot. The more brands can prepare for meaning to change, the better.