Paul Tedesco - Live fom the SocialWest Vault

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.

Tickets to SocialWest 2026 are on sale now. Be part of conversations like this, live and in person.

Follow Paul Tedesco on LinkedIn and learn more about the ICA.

Follow host Meredith McKeough on LinkedIn.

This episode was recorded live at the Telus Convention Centre during SocialWest 2025 — Canada’s largest marketing conference, bringing together over 900 professionals for three days of actionable insights, expert speakers, and high-value networking.

SocialWest is part of the SocialNext series — Canada’s leading community-driven marketing conference platform.