Senior Partner and Chief Creative Officer Alyssa Toro has worn many hats throughout her life—designer, creative, pro athlete, entrepreneur, health coach, and mom. As a part owner of Connelly Partners, Alyssa has been at CP since day one, helping to build the agency from the ground up. Joining Christy Hiler on the Own It podcast, Alyssa shares her journey to leadership with honesty, warmth, and a few surprises.
Listen 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.
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.
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.
Women’s sports are surging in popularity, yet the coverage continues to fall short. Women only get 8% of U.S. sports coverage. We set out to narrow the visibility gap for female athletes by changing the way we cover women’s sports, in partnership with the USGA and Brae Burn Country Club.
When we learned the USGA’s Women’s Mid-Amateur tournament was coming to Brae Burn Country Club, one of the toughest courses in the country, we had one question: how do we get these women the coverage they deserve?
The event had never been televised, and we recognized the need for a new storytelling approach—one that captures the unique female narratives. Research revealed that social media is crucial for boosting fan engagement and increasing visibility for women’s sports.
We launched the “Let’s Shoot Their Shot” campaign. Using social media to turn spectators into storytellers, we rallied a community of attendees, content creators, and fans to post coverage from their own accounts.
We showcased the incredible golf – and also narratives around pregnant and postpartum golfers, matching outfits, the 9-5s these women work outside the sport, and more.
Our digital hub became a gathering place for all content, offering the world a chance to experience the Mid-Am championship & these athletes in a whole new way.
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
Ashley Campbell, Group Brand Director
Empowerment (noun)
em·pow·er·ment
The act or action of empowering someone or something: the granting of the power, right, or authority to perform various acts or duties. [1]
How many times have you seen an event, conference, or piece of content coupling females with empowerment? But have you ever taken a step back to look at the definition? I personally hadn’t. “Granting of the power” is an eye-opening definition of the word. As women, we should not be granted the power, it should be inherent in our being. The reality here is that being granted the power is not all that powerful.
In case you missed it, we just ran our third “CP Empowering Women’s Networking” event in Boston. Leading up to the gathering, the definition of the event name shed some light on a problem that my colleagues and I felt we needed to address. Sure, networking should create a sense of empowerment. But the power is already within us.
At each of these events, my colleague Michele Hart-Henry, Managing Director of CP Health, and I lead a networking exercise that encourages our guests to chat with someone they have never met. Last month our topic was imposter syndrome.
We have learned over time that these programs foster positive discussion. So, after reflecting on the name of our event, we determined that our April event topic should be ‘Stepping into the Power.’ We asked guests to discuss an example of a situation where they were either proud of embracing their power, or a time they wished they had stepped into it.
This fostered wonderful conversation. We learned of times where these women were proud of using their voices to support and sponsor their colleagues. We also learned of times where they felt they voiced an opinion and were unfortunately shut down and wished they had not given up.
So, as you read this blog, we ask that you consider rethinking the word “empowerment.” Instead ladies, embrace the power you already have.
Please keep an eye out for our next Women’s Networking evening, which we plan to hold this summer. We’re excited to announce a new name via this fourth Connelly Partners event, but you’ll have to stay tuned to learn more!
If you aren’t on our invite list please reach out to me, Ashley Campbell. And while you’re at it, feel free to send event name suggestions my way as well.
Sources:
Women’s sports are having a long overdue moment at the center of pop culture, with NCAA women’s basketball shattering its viewership record again this year and drawing more viewers for its championship game than the men’s final. In 2024, women’s sports are forecast to surpass $1 billion in revenue for the first time in history, according to a report from Deloitte.
In this month’s spotlight, AdAge Amp turned to industry experts, including CP’s own Mariia Vasylenko, Senior Strategist, for guidance on how brands can seize this moment. Mariia advises that brands focus on empowerment, individuality and creativity, which can be achieved through collaborations with athletes and influencers aligned with these values.
Check out everything Mariia had to say here.
International Women’s Day is an opportunity for us all to celebrate the ways in which women have empowered and inspired us throughout our lives. To celebrate this year, we asked CPers to reflect on the 2024 theme, “Inspire Inclusion” and what it means to them. All were welcome to participate, as IWD is a day for everyone, which makes it completely inclusive. Here are some words of wisdom and inspiration from the team at Connelly Partners.
My daughter will be entering the workforce in a little over two years and so I’ve doubled down on making young women feel a sense of belonging not only at Connelly Partners but at Emerson College, where I’m an Adjunct Professor. Feeling like you belong is an inherent human need but with women in particular, I believe that need is of paramount importance. I’m committed to creating a space where young women can feel heard, celebrate their individual strengths and allow them to bring their authentic selves to work and class. We’re all making great strides by keeping this conversation top of mind. My hope is that by the time my daughter becomes a working woman, she will feel that her contribution is not only celebrated, but vital to the health of her organization.
Alyssa Toro
Sr. Partner & Chief Creative Officer
Boston
Over the past 15 years, I have had the pleasure of mentoring a female in business every year. Most often they have been women from advertising or communications backgrounds looking to navigate their careers and wanted general feedback or support for challenging situations, but I’ve also had women reach out from truly male-dominated businesses (such as mining) for mentorship that were struggling to find their voice in their companies and their place at the proverbial “table.” It’s truly been an honor to provide support and guidance to these women and help them thrive in their careers.
Nadine Cole
Managing Director, Connelly Partners West
President, VRX Studios
Vancouver
I grew up in the 70s and 80s in an Italian family where I was one of only two girls in the entire extended family. And although he was raised during a time that had very different views of the role of women, my father was my biggest cheerleader. He always encouraged me to believe in myself and raised me to know I could accomplish anything I set my sights on in my life. His belief in my potential and his encouragement to break free of any preconceived “female” roles gave me the confidence that is so critical in today’s world.
JoAnne Borselli
Group Brand Director
Boston
I feel fortunate to have many powerful female role models and mentors in my life – from bosses, coaches and friends to the strong women in my family. For me, the most impactful and consistent piece of advice has been around authenticity. Early on in my career, I had a hard time finding my voice to push back and disagree with others in challenging situations. Had this continued, it would have prevented me from being a part of important decisions and ultimately, having a seat at the table. My boss at the time told me that confidence would come in doing it in my own way. That maybe my way was “dropping a velvet hammer instead of an iron hammer” when I needed to be firm. This has stuck with me and any time I feel initially intimidated by a certain situation or conversation, I take a step back to assess how to handle it in a way that feels true to my personal style. That conversation with my old boss happened nearly 15 years ago, but it empowers me daily. I’m forever grateful for the seat at the table she helped me achieve.
Hillary Williams
Group Brand Director
Boston
Inclusion is such a great topic for IWD. However, all too often, women wait for invitations to be included rather than taking control for themselves. How many times have you heard a woman say something like, “Can I ask a question?” or “This may be a stupid question, but?” How often, as women, do we wait for the promotion or the plum assignment versus asking for it? When we do these things we’re automatically excluding ourselves. I’ve seen it far too often over the years, along with other behaviors and attitudes that hold women back. One way that I’m working to remedy this and to foster inclusion is by founding our Empowering Women’s Networking Events at Connelly Partners. Every quarter, we invite women from diverse professional and social backgrounds into our agency for an evening of networking and conversation. Doing so, I believe, will help women network better with like-minded women AND male colleagues, to find their voices, and to share opportunities with one another so that we can all make inclusion a habit and part of the way that we work.
Michele Hart-Henry
Managing Director, Connelly Partners Health
Boston
I inspire inclusivity and support the progress and advancement of women and girls by always creating a space where mental health is a priority. I have endured my own mental health journey which has empowered me to always put the health and wellbeing of the people around me first and to pass on the tools that have helped me along the way. In my career, I have learned that not every day is going to be perfect, we all have our bad days and it’s easy to get “in our heads” as women in advertising. In moments of doubt or angst, it’s important to take a step back to evaluate the situation. Giving myself time to put my mental health first is something I have learned to embrace. And I pass this on to the women on my team by always encouraging them to do the same. We love our jobs and we often make sacrifices to deliver the best outcomes to our clients and colleagues, but this should never come as a compromise to our mental health. Mental health days, and taking respites to walk away from certain situations is key. I pass this same mentality on to my daughter. As children age, the stressors of childhood become even more apparent. It’s important to create a calm space. To offer an embrace or to take a moment for breathing exercises. I have taught my daughter that it’s okay to have big emotions, and this to me will teach her how to embrace her peers in the same light. To always be accepting!
Ashley Campbell
Brand Director
Boston
Working with the interns at Connelly Partners in the office is a great way to inspire and be inspired by young women poised to enter the workforce. I always try to make sure they see that no matter our tenure, we all have questions, make mistakes, celebrate jobs well done, and have each other’s back.
Laura Lyverse
Design Studio Director
Boston
Counting my blessings in my career, I’ve had the honor of working alongside some of the most talented women in advertising, with Connelly Partners boasting a team of phenomenal women leaders across the globe who bring inspiration and motivation every single day. And let’s not forget my exceptional wife, a total rockstar steering her agency’s future while effortlessly balancing our chaotic home life. These women collectively emphasize that success isn’t confined to career highs; it’s about building a kickass life beyond the office. Let’s be real – the superior gender is owning the game.
Dave Kimball
Chief Growth Officer
Boston
On behalf of the team at Connelly Partners, we wish you a happy International Women’s Day.
Michele Hart-Henry, Managing Director, CP Health
In January, we were thrilled to host our second women’s networking event, attended by over 60 women from various industries, ages, and career stages across Boston. Our Empowering Women Network event series aims to create an environment that encourages genuine connections and conversations, acknowledging that women and men network differently [1]. Our focus aligns with the broader trend of women’s networking events, which provide a safe space for women to share experiences and challenges [2].
Networking is crucial for women in the workplace – any workplace – as it helps them identify role models, find mentors and sponsors, and expand their business relationships. The way we see it, though, it goes beyond just connecting with people; it’s about building a community to share ideas, solve problems, and create opportunities for one another. And since so many of our clients and employees are women, it’s a logical way for us to support them.
When I approached our President, Steve Connelly, about starting the series, he threw his support behind the idea. As he said recently, “I don’t know what you all talk about or do since you won’t let me in, but I know this is important for us to support.” In fact, so many of our people see the importance of this effort that we have a whole army – women and men – who work behind the scenes to make sure the events go off without a hitch.
As I explained to Steve and to everyone who attends or asks, our goal isn’t exclusion. There are well-researched gender differences in forming networks and discrepancies in access to and use of networks, making it more important for women to have psychosocial and social support [3].
Among our goals for forming the series, along with enjoying food, beverages and fellowship in our really cool and inviting space, is to use the event to share helpful information that our guests and our employees can implement in their personal and professional lives.
During our first event, we focused on networking 101 basics – name tag placement, handshakes, and using QR codes instead of business cards. This time, we broke into smaller groups and discussed imposter syndrome, exploring whether it’s an intrinsic or a workplace issue and discussing strategies to combat it [4].
The Empowering Women Network series will continue, sponsored by our agency. Future events will continue to focus on topics relevant to women in the workforce, providing a platform for discussion, connection, and empowerment. The goal is to support women in their professional journeys, helping them navigate challenges and celebrate successes in a supportive and inclusive environment.
Our next gathering is slated for this coming spring and we’d love to have more women join us! If you’d like to be on our mailing list for that event, or if you’d like to learn more about our network, email me at MHartHenry@connellypartners-old.local.