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.