Marketing News Canada

The Alchemy of Effectiveness Report has just been released, making this the perfect time to visit Paul Tedesco's live conversation from  SocialWest 2025.

Recorded just weeks before Effie judging began, Paul, Head of Effectiveness at the ICA, shares the thinking that would go on to shape the 2025 awards. He and host Meredith McKeough dig into why marketers often confuse effectiveness with efficiency, how clear objectives drive stronger outcomes, and what really separates a cool campaign from an impactful one.

This conversation now reads like a preview of what the data would later confirm: the most effective marketing doesn’t just look good, it works.

What is Marketing News Canada?

Marketing News Canada spotlights the people, ideas, and innovations redefining Canadian marketing. Produced by SocialNext, Canada’s largest independent marketing conference series, we bring you candid conversations with marketers, founders, creators, and industry leaders shaping the future of the industry.

Recorded live at SocialNext events and through in-depth interviews from coast to coast, each episode dives into the ideas, bold campaigns, and community-driven strategies defining the Canadian marketing landscape. If you care about Canadian creativity, innovation, and the people behind the work, you’re in the right place.

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