U jednoj rečenici…
What’s one thing marketers should stop doing to be more effective?
Stop chasing every trend or cultural moment – lean into the conversations that are relevant for your brand and know when it’s ok to stay quiet.
What’s the most underrated factor in achieving long-term effectiveness?
Brand consistency across channels over time – resist the temptation to make radical changes before your work has had the opportunity to wear in with consumers.
What’s your personal ‘north star’ when aiming for effectiveness?
I believe long-lasting effectiveness comes from truly understanding consumers and leveraging strong data-driven human insights across our work.
What’s one question every marketer should ask before launching a campaign?
How can I ensure that the work I’m leading is inclusive and reflective of the diversity of Canada, both in front of the camera and behind the scenes?
What mindset shift has helped you become a more effective marketer?
Over the years I’ve learned that it’s not always about how much you spend. It’s about making smart data-based decisions about how/where you spend and finding ways to stand out creatively in a way that is true to your brand.
What’s a recent trend that’s actually improving marketing effectiveness?
The ability to optimize and personalize creative in real-time throughout the duration of a campaign has been a real game changer, leading to improved performance and relevance.
Jonelle Ricketts was a 2025 Effie nagrade Kanada suditi.
