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1. ICA helps to keep the industry healthy via advocacy and government and industry relations, addressing:
- Taxation issues
- Advertising restrictions
- Industry self regulation (supports ASC & CCA)
- Champions the value of advertising
- Represents Canadian-based agency interests
- Negotiates with ACTRA, AFM, SAG, UdA
- Formulates policy with ACA, AAAA, IPA, AAPQ
- CRTC / Competition Bureau
- Media, media association issues
- Media accreditation
- Sector specific advertising: children, pharmaceuticals, etc.
- Healthy Active Living Group involvement, against obesity
- Speculative creative
- Fair remuneration
- Copyright protection issues
- Agency search process
- Media liability
- Client / Agency appraisals
- Expert evidence in member court cases
- Government Procurement of Advertising
- Erroneous press reporting
2. ICA champions the benefits of Canadian-based agencies creating world-class advertising.
3. ICA provides professional development to improve skills levels, enhance productivity and raise performance standards.
- Specialist Programs: designed for an in-depth level of skills advancement.
- Accreditation Program for Communications Professionals (CAAP)
- Certification Program for Print Professionals (CPPP)
- Broadcast Commercial Production Course (BCPC)
- Creative Portfolio Design Course (CPDC)
- Fundamentals of Advertising Course (FOA)
- Workshops: designed for efficient performance enhancement in specific skill areas.
- High Performance Account Management (Advanced)
- Strategic Account Management (Intermediate)
- The Art of the Pitch
- Creative Leadership
- Creative Strategy Design
- Managing Creative Development
- Writing the Sells
- Powerful Presenting
- The Essentials of Creative Broadcast Production
- Introduction to Print Production
ICA also outlines career opportunities in the marketing communications industry through its initiative: www.mybigfuture.ca.
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4. ICA provides professional heavyweight counsel with specialist consultants.
- Library, research and information services (Jo-Ann McQuillan)
- Broadcast Talent Advisor (Winnie Alford)
- Sales Tax & Finance Advisor (Paula Rose)
- Operations, strategy, policy (Gillian Graham)
- Industry Relations (Gillian Graham)
- Media Accreditation (Paula Rose)
- Government/Industry Relations (Gillian Graham)
5. ICA's management surveys and counsel help improve an agency's margin and profitability.
- Financial benchmarking
- Hourly Billing Rate Survey
- Operating Statistics Survey
- Salary Survey
- Senior Management Survey
- Adhoc Surveys
- ICA & Canada Post Survey of Marketing Budgets
- Individual agency counselling
- Frequent technical bulletins
- Business & Finance Committee
- Payment by Results Study
6. ICA provides no-cost services as well as discounts on group purchases.
- Agency media accreditation
- Meeting room
- Discounts on office supplies, conference calls
- Job postings
7. ICA helps its member agencies in new business.
- Agency Search Service
- Best Practices in Agency Search and Selection
- Agency profile database: www.agencysearch.ca
- Intercedes in poor client search practices
- Opportunities for international partnering and acquisition
8. ICA helps its members improve their professional services to their clients.
- Professional development
- Code of Ethics, practices, and obligations
- Client/Agency Evaluation guide
- The Client Brief: a best practices guide
- Magic and Logic: Redefining sustainable business practices for agencies, marketing and procurement
9. ICA builds relationships with peers, government, advertising media, unions, etc.
- With the strength of over 80 ICA member agencies which account for 80% of national business
- Advocacy on many agency / advertiser issues
- ICA West / ICA Quebec/ ICA Atlantic regional meetings
- Government & Industry Relations Committee and other Best Practice committees
- News & Views Newsletter
10. ICA works with agency professionals to develop best practices with the following committees:
- Advertising Effectiveness
- Broadcast
- Business and Finance
- Education & Professional Development
- Human Resources
- Media Policy
- Traffic
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