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 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