Why Brands Need More Canada
If you follow Canada’s advertising scene, then you’ll probably agree with the fact that Canada is having a moment. In fact, it’d genuinely be unfair to argue otherwise, when an agency like Rethink is achieving recognition as the best indie agency in the world via WARC, and taking home the country’s first Immortal Award, and Dentsu and McCann are coming off some of their most successful periods ever… just to name a few examples.
And, the fact of the matter is, it really doesn’t stop there. The work is plain awesome. The country is ranked five of 52 at the Cannes Lions. Canadians are in top jobs at global holding companies and networks - Edelman, FCB, McCann and Publicis to name a few. All of this truly reflects just how immense the country’s advertising industry has become in recent years.
However, that doesn’t mean it’s time to take the foot off the gas, or spend too much time revelling. Undeniably, there’s still work to be done. And to this end, the Institute of Canadian Agencies (ICA) launched a manifesto, emphasising the fact that brands need more of what Canada has to offer.
Featuring key pillars of growth, such as the need to increase global recognition further, attract international talent and accounts, and win government support, the manifesto also indicates that in the world as we know it today, Canada’s strong set of values and willingness to champion accommodation, tolerance, diversity, freedom, peace, and non-violent change makes it the perfect country to set a global example for how advertising should be done going forward.
To learn more about how this came to life, LBB’s Jordan Won Neufeldt sat down with ICA CEO and president Scott Knox for a chat.
LBB> From the top, creating a manifesto is no small task. Why was now specifically the right time to do this for the ICA, and what were your main aims in doing so?
Scott> To be honest, I came to Canada for my kids. Being in a same sex marriage with two mixed-race, adopted kids - Brexit Britain wasn’t looking great. We were already having problems with the kids’ school, being two dads, and bigotry was given a new platform thanks to terrible politicians and media. What wasn’t clear was how strong the Canadian agency sector was; in fact, many UK colleagues openly remarked on the ‘step down’ from London.
Now, having brought the Effies to Canada - to give us the internationally renowned accolade that comes with that scheme - watching our performance at Cannes, and frankly, seeing the great work being done here, I changed my mind. London isn’t all that, and in fact, neither is New York. When Canadians get the chance we knock it out of the park.
On top of that, there are amazing Canadians with top jobs in global holdcos - think Edelman, FCB, McCann and Publicis to name a few. Then on top of that (this is getting to be a big pile of brilliance), look at the amazing independents creating knockout work, like Angry Butterfly, Broken Heart Love Affair, Diamond, and The Hive… to name just four.
Combining why I live here, why my kids are better for it, and the amazing, effective work that Canada delivers - that became the starting point of the ICA manifesto. That and the spotlight on us given our global rankings. Now is the time to sell the sh*t out of this and drive more business into the country.
LBB> Building on this, how did taking in the current state of the world influence what touchpoints you wanted the manifesto to hit?
Scott> Not that Canada isn’t without problems; let’s not get complacent, there is a growing temperament of bigotry here. Fuelled by the US, there are politicians and media organisations jumping on the populist bandwagon, seeking vote-winning narrative opportunities rather than deal with the real issues. So, Canadians are not immune to lazy and opportunist politics.
That said, Canadians are kinder, more open, and more welcoming, making a better home for my children. Canadians see the opportunities in openness, and are immigration positive. Being Canadian is being a home for all, and rejecting populistic notions of divisiveness. That’s why, as the manifesto says, ‘Brands Need More Canada’ - we can do mass and personal communications with diverse minds and open thinking.
In short, Canada can and will lead the way, not only in our industry, but in many others. The future is ours to create and champion.
LBB> At this present time, how well do you believe Canada’s advertising industry embodies the country’s globally strong values, such as accommodation and tolerance, and freedom, peace and nonviolent change?
Scott> The Canadian agency sector is more diverse than that of any other G7 nation, but that doesn’t mean that it’s perfect. We still have a lot to do for inclusion and equity - especially in leadership - but our starting point is stronger than most. Again, consider the fact that the way my family and I have been treated in the industry, and in Canada in general, is far better than in the UK. The values you mention were those identified by Canadians themselves in a previous nationwide survey. Canadians think in a way that brands need NOW!
LBB> Another crucial aspect of the manifesto are the key pillars of growth. How did you determine these specific areas, and what does each one represent to the ICA?
Scott> That was relatively simple; they are the drivers of good agency business. Growing our global reputation for work that works, attracts, and retains the world’s best people will bring global accounts into the country and away from the usual suspect destinations.
As for the government piece, that’s about politicians realising that we’re an economic growth multiplier. Like the support the UK government provides the UK agency sector, we need that here too.
LBB> Aside from what we’ve already discussed, how can Canadian adland push towards hitting these goals in a timely fashion? And why is 2030 such a key target point?
Scott> My mandate in taking on the ICA job was to grow the Canadian agency sector’s reputation on the global stage. To me, that means connecting the industry’s success with the ICA’s role. In 2030, the ICA will be 125 years old. And, as the oldest agency association in the world, the ICA will re-write the rules on what being an industry body is. Away from pamphlet pushing and event organising, globally, the agency sector needs and deserves trade bodies that are full of purpose, points of view, and protect the sector by standing up for its value.
LBB> Finally, throughout this process, how will the ICA be enabling and assisting with this targeted growth?
Scott> The past seven years of changing the ICA means that we now have tools for agencies to amplify, protect and transform their businesses, with many more to come.
