The Institute of Canadian Agencies (ICA), organizers of إفي كندا, has released a compelling new report, The Alchemy of Effectiveness: Marketing Investment that Impacts Commercial Results 2025, offering fresh insights into how creativity, strategy, and consistency fuel measurable business success.
Authored by Paul Tedesco, the ICA’s Head of Effectiveness, the data-backed report draws on six years of Effie Awards Canada data to explore the drivers of marketing performance and the practices that consistently lead to stronger commercial outcomes.
Developed in association with إفي كندا، ال Canadian Marketing Effectiveness Council، و Environics Analytics, the report features detailed analysis of 2025 Effie Awards Canada winning case studies from National Bank of Canada (Grand Effie winner), Cashmere UltraLuxe, McDonald’s Canada، و سكوتيابنك. Brainsights, a Canadian neuroscience company, evaluated consumers’ subconscious response to creative, comparing Effie winners to a baseline of ads in their relevant industry.
Among its key findings, the report identifies the relationship between variables such as campaign length, number of channels utilized and investment over time, and the effectiveness of the campaign. The report also shows how, in 2025, mental availability beat out brand building as the strongest correlation to effectiveness.
Complimentary access for ICA member agencies and clients.
