Long-term focus and messaging consistency delivered the best results during COVID: Effie Awards Canada analysis

Analysis of the 2021 Effie Awards Canada demonstrated that marketers who continued to focus on brand building during the COVID-19 pandemic were rewarded with impressive results.

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...