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COVID-focused ads fall short for Canadian brands | WARC | The Feed

COVID-focused ads fall short for Canadian brands
30 September 2021
COVID-focused ads fall short for Canadian brands
Effectiveness studies Long-term vs short-term effectiveness Marketing in a recession

Brands that focused on the long term, and stuck with their established messaging, saw better results than peers that ran short-term campaigns responding to the COVID-19 pandemic, a study of entrants to the 2021 Effie Awards Canada has found.

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