Brands that focused on the long term, and stayed true to their established messaging, saw better results than rivals which prioritized short-term campaigns formulated in direct response to the COVID-19 pandemic.
That was the headline finding from a new analysis of the case studies entered into the 2021 Effie Awards Canada, a competition organized by the Institute of Communication Agencies (ICA), the trade body, and that honors marketing programs that deliver a powerful business impact.
More specifically, the “Alchemy of Effectiveness” study was conducted by independent marketing consultants Peter Field and Rob Brittain, and incorporated campaigns that ran...