ICA Urges Agencies to Talk to Federal Candidates About the Double Bottom Line

With the federal election set for April 28th, the Institute of Canadian Agencies (ICA) is urging the country’s agency leaders to get engaged in the campaign by talking to federal candidates across the country about the sector’s financial contribution to the economy and make specific asks.

The ICA is providing the tools for industry as part of the 'Tell Them!' campaign designed to ensure that agencies are being prioritised by the federal government, particularly as it attempts to diversify trade and stimulate economic growth in the face of threats to the economy posed by tariffs and a deteriorating relationship with the U.S.

Creative industries are economic powerhouses that also play a critical role in defining our national identity. The ICA is seeking recognition for Canadian advertising, marketing, media, and public relations agencies under three buckets:

1. Tax Incentives – Advocating for extending Film and TV tax credits to include advertising,
marketing, media, PR, and agency production services.
2. Training & Technology – Calling for increased government support in workforce training and technological advancements.
3. Trade Representation – Pushing for the inclusion of agencies in international trade missions to promote Canadian creativity globally

Agencies can visit the ICA website at TellThem-Federal25 to access the advocacy tools.
Scott Knox, president and CEO of the ICA, said, “We represent a powerful collective of businesses. Even in times when other sectors face challenges, we flourish. Beyond generating jobs and attracting investments, we instill a sense of pride and identity among Canadians. In an era marked by uncertainty, nurturing our cultural fabric is more crucial than ever. The agency sector is critical yet has remained largely silent until now. Consequently, we’ve been ignored by governments, while similar businesses in the creative economy have enjoyed tax incentives and other vital support. The ICA is leading the charge to change this.”

The organisation’s ambitious advocacy agenda at the federal level has already resulted in meetings with politicians including Parliamentary Secretary Noormohamed, Trade Commissioners, the Minister of Heritage, Canadian Culture and Identity, Global Affairs Canada, the Canadian Audio-Visual Certification Office (CAVCO) and the Department of Innovation, Science and Economic Development (ISED).”