Tag: Creative Services

  • What Makes Engaging Content?

    In a sea of content, how do you create posts that stand out? The average person spends two-and-a-half hours a day on social media, and is bombarded with thousands of ads, posts, stories and videos. On Instagram, the overall average engagement rate is 3.5%, and with so much circulating, it’s critical for a business’s content…

  • Authenticity, Not Algorithms: Creating Brand Content That Connects

    Data-driven strategies have taken over—and with AI in the mix, even creativity feels formulaic. While these tools offer efficiency, they’ve also contributed to a growing problem: audiences are tuning out. Feeds are flooded with sameness—and the very tools meant to foster connection have, instead, made trust harder to earn. Content built for clicks rarely earns…

  • I helped launch the Bud Bowl 35 years ago. What if we did it today instead?

    Conover Tuttle Pace’s Grant Pace helped launch the Bud Bowl, the long-running campaign enshrining Anheuser-Busch’s category exclusivity at the big game. He imagines how he would execute the work some 35 years later using what he calls ‘Touchdown Tech.’ In 1989, my beloved Chiefs, led by Steve Deberg, were mired in a 20-year drought from…

  • Fluttering with Pride: Reflections on Storytelling

    On June 13, four members of the CTP team joined emcee Bethany Van Delft for the evening at the WBUR CitySpace to act as judges for The Moth’s StorySLAM event. 10 storytellers took the stage to share a five-minute story on the theme of the night: Pride. As an event devoted to the art and…

  • Did You Get That Reference?

    At CTP we believe in unlocking the power of a brand’s human spirit to create a more relatable, meaningful connection between brands and people. When it comes to being authentic with their audiences, some brands get it, others don’t. This month, we’re taking a look back at the Super Bowl to see which ads we…