The "me" generation has become the "we" generation, writes Scott Madden. Here are some ways brands can connect with millennial moms.
Ad Age, 08/19/2016
Gorton's Seafood tapped Boston-based Connelly Partners as its agency of record, following a review. The agency will handle social, digital, content development, media planning and buying, public relations and shopper marketing for the brand. New York agency Burns Group will continue to work with Gorton's on creative and strategy. Rink previously handled PR and Assembly previously handled media duties. The shift comes as Gorton's reinvigorates its brand across products, packaging and messaging. Connelly Partners will be charged with contemporizing how people perceive the Gorton's brand and broadening its consumer base. "In a time where consumers are inundated with different messages from all directions and they have countless options to opt in/out of engaging with brands, we want to focus on an agnostic media approach, prioritizing the behaviors and needs of our audiences," said Gavin Kennedy, director of consumer marketing at Gorton's Seafood. "We believe Connelly Partners' 360 expertise and empathetic consumer approach will reenergize our brand with an increasingly distracted modern consumer across the purchase funnel." Gorton's spent $4.4 million on measured media in 2015 and $899,000 the first quarter of 2016, according to Kantar Media.
|Client||Start Year||End Year|
|Four Seasons Hotels||1989||Current|
|Massachusetts State Lottery||2010||Current|
|American Express Travel||2002||Current|
|National Scholastic Athletic Foundation||2017||Current|
Connelly Partners is defined by many core tenants, ranging from how we appreciate our employees to how we appreciate data. Particularly defining is our belief in the power of empathetic data and our inability to stand still.
First, empathetic data. The personification of data and making data organic by using empathy, more specifically Affective Empathy, defines the Connelly Partners’ process. Data is everywhere and we have some proprietary and non-traditional ways to source empathetic trait and motivation data. But data is not something you simply collect. It must be interpreted and visualized to be effectual.
As for our inability to stand still, as the largest independent agency in New England we can be progressive and aggressive in ways holding-company agencies and their bottom-line mentality simply cannot. Our agency of 150 people invests, spends, acquires, takes risks and is committed to leading our clients into the future. The agency that doesn’t invest in people, technology and the future is both sitting still and a sitting duck. Connelly Partners is never sitting still.
Senior Partner, Chief Creative Officer
Senior Partner, Director of Strategy and Innovation
Senior Partner, Director of Brand Management
Senior Partner, Director of Media Services
Senior Partner, Director of Digital
Partner, Director of Organizational Development