March 1, 2024 – Effie Canada, which recognizes the best in marketing effectiveness, has appointed two co-chairs for its 2024 and 2025 program of activity.
Kate Torrance, VP, head of brand, content, and communications, SickKids Foundation, and Adam Reeves, chief creative officer, TBWA\Group Canada take on the roles of leading the Effie Canada Steering Committee.
The co-chairs will oversee both the judging of the Effie Awards Canada and the resulting program that amplifies the impact made by the winning work across the industry.
Torrance is a long-standing client champion of marketing effectiveness and Reeves’ co-chair role is a statement of the importance that creativity is represented on the Steering Committee, based on the belief that Effies should only be awarded to work that has a clear focus on exceptional creative ideas.
Since Torrance joined SickKids Foundation in 2015 it has built an established record of advertising effectiveness, winning an Effie Canada Gold award in 2021, and a Silver in 2023. Responsible for ensuring SickKids remains the number one charity brand in Canada, she is an integral part of the team that launched the globally recognized and award-winning VS brand platform for SickKids.
Reeves joined TBWA\Group in January to lead creativity across both Juniper Park\TBWA and DDB Canada. He previously worked in the US at R/GA and Goodby Silverstein & Partners, and his work has been recognized at Cannes Lions, Effie, and Webby awards.
The duo take on the roles from Ali Leung and Dustin Rideout, who focused in their two years as co-chairs at Effie Canada on the successful evolution of the awards to showcase new voices and helping Canada’s marketing community to engage and learn from the winning Effie campaigns.
Kate Torrance said: “The creative and marketing talent here is broad and deep, and Canada is such a diverse and unique marketplace. The Effies give us a platform to both recognize and share that work – so that marketers and agencies alike get better.”
She added: “I hope to build on the great work of our former co-chairs in elevating the profile of the Effies to encourage the development and submissions of ‘work that works’ with the ultimate goal of putting Canada on the map globally as a creative effectiveness leader.”
Adam Reeves said: “The Effie Awards is an international metric that helps us track our work for our clients and against the rest of the work in the world. When we show creativity impacts the bottom line, it’s a win-win.”
Torrance and Reeves join four other members of the Effie Awards Canada Steering Committee and Operations Team. These are: Scott Knox, president & CEO at the Institute of Canadian Agencies (ICA); Brent Nelson, global CSO, Edelman; Leah Power, EVP at the ICA; and Madison Papple, senior director at the ICA.
The appointments coincide with the Effie Canada 2024 Call for Entries, which closes on April 3rd. Campaigns that ran in the period September 2022 to December 2023 are eligible.
Effie Awards Canada 2024 features two new categories – Commerce & Shopper: Retail Media, and Digital: Artificial Intelligence (AI). The judging process will commence under the leadership of the co-chairs, and the results are expected to be announced in September with a full support program to follow.
The competition culminates in the Grand Effie award announced at the Canadian Marketing Effectiveness Summit on October 24th.
About the Institute of Canadian Agencies (ICA)
The ICA exists to positively shape the business environment for agencies to THRIVE. Working to Amplify, Protect, and Transform our members, their people, and our industry.
Founded in 1905, the ICA is the not-for-profit association for Canadian advertising, marketing, media, and public relations agencies.
kami members dan board of directors represent some of the most recognized and influential agencies in Canada and around the world. theica.ca
Mengenai Anugerah Effie
Anugerah Effie dikenali oleh pengiklan dan agensi di seluruh dunia sebagai anugerah terunggul dalam industri, dan mengiktiraf mana-mana dan semua bentuk pemasaran yang menyumbang kepada kejayaan jenama. Selama lebih 50 tahun, memenangi Effie telah menjadi simbol pencapaian global. Hari ini, Effie meraikan keberkesanan di seluruh dunia dengan lebih 55+ program yang merangkumi 125+ pasaran, termasuk Effies Global, program serantau di Asia-Pasifik, Afrika/Timur Tengah, Eropah dan Amerika Latin, dan program Effie nasional.
The Effie Awards were launched in 1968 by the New York American Marketing Association as an awards program to honor the most effective advertising efforts. The awards now honor all forms of effective marketing and the companies and individuals creating effective work across the globe. In July 2008, the New York AMA assigned its rights in the Effie brand over to a separate non-profit organization, Effie Worldwide, to continue to enhance Effie’s mission and educational offerings. effie.org
For further information
Leah Power
+1 (416) 886-4611
leah@theica.ca
