Effie Canada analysis highlights the dangers of short-term strategies

Maya Yegorova

Marketers in Canada have pivoted towards more short-term strategies, according to an analysis of 100 entries to the Effie awards for 2021 and 2022.

Marketers in Canada have recently pivoted towards more short-term strategies that can harm long-term brand growth, a study of over 100 submissions to the Effie Canada awards has found.

According to this analysis – conducted by marketing effectiveness specialist Peter Field and published in the Institute of Canadian Agencies’ (ICA) report “The Alchemy of Effectiveness: A Focus on Canada” – the proportion of the Effie campaigns assessed with primarily short-term sales objectives rose from 55% in 2021 to 60% in 2022.

Such an emphasis on short-termism is attributable, in part, to on-going uncertainty in the economic climate, which...

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