Topic: Advertising
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The single best predictor of success in our business, especially over the long term, is the quality of the agency-client relationship. Sure, you need to produce great results. But time and again – in my experience and as our agency’s seen in nearly three decades – the foundation of everything lies in the human-to-human relationship.…
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There’re some big games playing out on college campuses across the country right now. But it has nothing to do with March Madness. Instead, it’s a high stakes battle for talent – from applicants to professors to leadership – and it has never been fiercer in higher education. Institutions are locked in a heated competition,…
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When hundreds of medical appointments led Marissa Hughes to the painful conclusion that she couldn’t give birth, she and her husband decided to adopt. Months later, they got the call that would change their lives. Their new baby was born prematurely and in the Neonatal Intensive Care Unit (NICU) at a hospital nine hours from…
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BOSTON and WILMINGTON, N.C. (February 21, 2024) – CTP, a leading creative communications agency, today announced the opening of its office in North Carolina. The expansion is planned to fuel growth in industries where CTP has developed significant branding, advertising and communications expertise, including education, travel & tourism, technology and financial services. Grant Pace, CTP’s…
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As part of the CTP Speaker Series, Paul Alexander recently held a powerful session at the agency. The Chief Marketing Officer for Boston University’s Questrom School of Business, he talked about the importance of creating a “Personal Board of Directors,” a group of individuals cultivated to fill different but important roles in helping someone through…
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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…
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If 2023 was an indicator, buckle up for a wild ride in 2024. From increasing adoption of generative AI, the blockbuster Barbenheimer fusion and Taylor Swift taking over the world, it was a major shakeup. Gone are the days of passive consumption; in 2024, media will become a two-way street, pulsating with interactivity, fueled by…
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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. So each month we’ll take a look at the brands that show genuine humanity in their…
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CTP’s uber-talented associate creative director Kevin MacKenzie was an aspiring musician and songwriter before he jumped into the ad business. We’re lucky he made the move. But music, TV anthems and ad copy quench only part of his writing bug. He recently published a children’s book, inspired by a painful encounter with an insect and…
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A growing number of Americans are tired of being viewed as consumers since that only speaks to a fraction of who they are. They have full lives and how your product or service fits in that life may be different than where it fits for someone else. So if marketers want to make real inroads…