Ali Leung
Dustin Rideout
- Shopify marketer and agency strategy chief fill key roles
- Co-chairs emphasize importance of "new voices" and focus on learning
Effie Canada, which recognizes the best in marketing effectiveness, has secured the services of experienced brand marketer Ali Leung, and agency strategy leader Dustin Rideout as co-chairs for its 2022 program.
Leung and Rideout 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.
Currently a Toronto-based global senior marketer at Shopify, Ali Leung has previously held senior marketing roles at WeightWatchers, Facebook, and Unilever. She has also supported Effie Canada as a judge in previous years and sits on its advisory committee.
Dustin Rideout is currently partner and chief strategy officer at The Hive and has also worked in senior strategy roles at Juniper Park\TBWA, McCann Canada, Sid Lee and Leo Burnett. His track record of Effie Canada success includes work for IKEA, the rebranding of the Toronto Raptors, and Juniper Park\TBWA being named as Effie Agency of the Year in 2021.
Both Leung and Rideout have strong backgrounds in driving digital marketing and innovation but bring different perspectives with their marketing and agency experience.
The duo is keen to work together on making changes to both the Effie Awards Canada judging process, and the program that follows to boost the impact on marketing effectiveness in Canada.
Rideout stressed the importance of involving "new voices" throughout all stages of the judging, while Yeung emphasized the commitment to building an overall Effie program that will help Canada's marketing community to "engage and learn" from the best Effie campaigns.
Ali Leung said:
I believe in marketing but, more than that, in marketing that has business results and creates a virtuous circle. The Effies, of all the awards, is the most relevant because we know that it rewards work that drives business results.
Dustin Rideout said:
Effie Canada is one of the most important forms of recognition in our industry because it's about proving the efficacy of what we do for a living. I see this as a tremendous platform to help further Canada’s reputation as a place that produces both highly creative and effective work.
Run in partnership with the Institute of Canadian Agencies, the Effie Canada 2022 program is already well underway. Award entries were received by early April, and the judging process is due to commence under the leadership of the co-chairs. The results are expected to be announced in September with a full support program to follow.
For further information on all things Effie contact Scott Knox scott@theica.ca
