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Publications and Studies

Magic & Logic

Magic and Logic: Redefining sustainable business practices for agencies, marketing and procurement

Redefining sustainable business practices for agencies, marketing and procurement

Magic and Logic is a UK report that contains principles which are world class and should be made available to Canadian practitioners. The originators (and copyright holders) want the widest possible distribution of the text, and have kindly agreed to publication in Canada. The Association of Canadian Advertisers (ACA), Institute of Communication Agencies, formerly the Institute of Communications and Advertising (ICA), Purchasing Management Association of Canada (PMAC) and Association of Quebec Advertising Agencies (AAPQ) have added explanatory footnotes for Canadian practitioners.

This UK report was commissioned by a tripartite group representing Agencies (IPA), Marketing Clients (ISBA) and Procurement (CIPS) to extensively review issues, challenges and current relationships between the three groups with a focus on creating better results in future: producing ‘profitable ideas that make profit’ for all. The document takes steps to unify these three key groups of practitioners around a common understanding and mutual respect, and to find shared objectives, shared beliefs and shared methods.

This 51-page report examines what differentiates profitable and successful agencies from the rest, how these agencies are then rewarded, how the best marketing and procurement people contribute to their agencies’ producing profitable ideas, and what is required for the future to ensure success. There is an accompanying document about specific challenges facing Agencies, Marketers and Procurement staff that asks a series of questions to stimulate an examination of current ways of working by each of the parties, and hopefully will serve as a base for the three parties to discuss and agree together how to take this thinking forward for their mutual benefit.

Table of Contents

  • 1
    • 1.0    Foreword
    • 1.1    Overview
    • 1.2    Introduction
    • 1.3    Magic vs Logic: a useful framework for considering the issues
    • 1.4    Layout of the report
  • 2   What differentiates profitable and successful agencies from the rest?
    • 2.1    Run their Agency as a business
    • 2.2    Have a differentiated product
    • 2.3    In business to create value for Clients and are results oriented
    • 2.4    Confident about their ability and their value
    • 2.5    Run their business with a high degree of professionalism and integrity
    • 2.6    Have disciplined business processes
  • 3   What are the rewards for agencies that operate best practice?
    • 3.1    Earn the best reputation
    • 3.2    Attract the best talent: both employees and third-party suppliers
    • 3.3    Attract the best Clients
    • 3.4    Have more loyal clients
    • 3.5    Improved profitability
    • 3.5.1  Top-line effects
    • 3.5.2  Bottom-line effects
  • 4   How do the best marketing people contribute to their agencies’ producing profitable ideas?
    • 4.1    Professional, disciplined and well organised
    • 4.2    Understand and respect the Agency’s contribution and champion it internally
    • 4.3    Know what they want and are demanding
    • 4.4    Committed to quality and expect to pay for it
    • 4.5    Honest and fair dealing
    • 4.6    Regard Agencies as partners, not just suppliers
    • 4.7    Have a constructive relationship with Procurement
  • 5   How do the best procurement people contribute to their agencies producing profitable ideas?
    • 5.1    Help Marketing deal more effectively with Agencies
    • 5.2    Help Agencies improve their management and processes
    • 5.3    Understand how Agencies create value and their role in it
    • 5.4    Look for win/win in negotiation
  • 6   Key conclusions: what is required for the future?
    • 6.1    Messages to Agencies: how to make a profit from producing profitable ideas for clients
    • 6.2    Messages to Marketing: how to help Agencies produce profitable ideas
    • 6.3    Messages to Procurement: how to contribute more effectively to producing ‘profitable ideas that make profit’
    • 6.4    The way forward for pitching
    • 6.5    Getting paid for value
    • 6.6    Messages to industry bodies: CIPS, the IPA and ISBA
  • Appendix I
    Some signature practices of the most profitable client/agency relationships
    • 1    Financial processes
    • 2    Work flow/management of Agency processes
    • 3    Creating and demonstrating value: processes for producing quality outputs and outcomes
    • 4    Client/agency relationship
  • Appendix II
    How profitable are agencies?
    • 1    Key Performance Indicators for financial success
    • 2    What does good performance look like?
    • 3    Differences by Agency type
  • Appendix III
    Organizations interviewed
  • Appendix IV
    About the Value Framework Steering Group
  • Appendix V
    Magic and Logic Challenges

    Key challenges in a short set of questions facing:
    • 1    Agencies
    • 2    Procurement
    • 3    Marketing

MEMBERS: Free
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Magic and logic - click here

For more information, please contact: Jani Yates, (416) 482-1396, Ext. 230

Come Together

Come Together: A Guidebook for Enhancing the Value of the Client-Agency Relationship in the Marketing Communications Industry

Come Together: A Guidebook for Enhancing the Value of the Client-Agency Relationship in the Marketing Communications Industry

Come Together explores how businesses can significantly improve the return on their marketing communications investments by enhancing their client agency relationships.

The guidebook, written by Dr. Alan Middleton, Executive Director of York University’s Schulich Executive Education Centre, was jointly commissioned by the Association of Canadian Advertisers (ACA), Institute of Communication Agencies (ICA) and Association of Quebec Advertising Agencies (AAPQ).

"This topic has surfaced on the radar screen coincident with the renewed realization that an optimal client agency relationship can enhance the value that the agency provides for the client, positively effecting business results,” says Dr. Middleton.

The guidebook recommends a 20-point Code of Client-Agency Conduct, which should be followed to operate at the level of industry best practices. Come Together also provides:

  • A summary of changes in the business environment.
  • A study of the various types of client-supplier relationships and how each differs in terms of style, culture and needs.
  • Recommendations on “what to do and how to do it.”
  • A guide on how to implement the Code for optimizing the value created within the client-agency relationship.

The ACA, ICA and AAPQ, while agreeing Come Together is a milestone for the MarCom industry, believe the guidebook is just the beginning of a longer-term process to foster ever more successful client-agency relationships.

Also available in French – click here for more information

MEMBERS: $50.00 + GST & S/H
NON-MEMBERS: $250.00 + GST & S/H

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Media Auditing

Media Auditing

Media Auditing: A Guidebook on Best Practices for the Canadian Market

Media Auditing: A Guidebook on Best Practices for the Canadian Market assists advertisers, agencies and auditors to better understand and take into account key media auditing issues and considerations, and to provide guidelines and best practices that will result in continuous improvement in media processes and products.

Media Auditing was written by media management consultant David Chung in consultation with four industry groups: the Association of Canadian Advertisers (ACA), Canadian Media Directors’ Council (CMDC), Institute of Communication Agencies (ICA) and Association of Quebec Advertising Agencies (AAPQ).

The guidebook comes at a time when heightened competition in the communications world, coupled with legal imperatives for greater accountability and transparency, have catapulted media auditing to the forefront. The four associations believe the benefits of the audit process serve to enrich media practices and product, increasing the value offering by the agency and a better ROI for marketers.

MEMBERS: Free
NON-MEMBERS: Free

Available in English

Other Publications

Advertising to Children in Canada: A Reference Guide

Advertising to Children in Canada: A Reference Guide

This Guide is designed to serve as a reference to clearly identify what industry is continuing to do to ensure responsible advertising to children in Canada. Through self-regulated and government-mandated codes of conduct, advertisers comply with stringent regulations and also provide media literacy and other educational programs to teach children about healthy life choices.

More specifically, this Guide is designed:

  • To increase awareness and understanding of the role of regulation of advertising to children in Canada, including food advertising, through examination of the Codes in place, including the required preclearance process of all television advertising prior to going on air (except in Quebec).
  • To build more public confidence about the advertising regulations in place, the process for complaint and review, and how this system protects children.
  • To examine the role of the CCA as the credible, caring and authoritative voice of responsible children's advertising and communications, with a strategy of creating and implementing initiatives that will educate, empower and benefit the children of Canada.

MEMBERS: Free
NON-MEMBERS:Free

Available in English


 

Advertising Tax Manual: Application of Federal and Provincial taxes to advertising production and media costs

Advertising Tax Manual: Application of Federal and Provincial Taxes to Advertising Production and Media Costs  2010 Edition

Prepared by Deloitte & Touche, this valuable resource is the definitive reference tool for assisting you in the appropriate application of PST (by province), GST, HST, QST and transitional rules for HST for B.C. and Quebec.

MEMBERS: $250.00 + GST/HST (Discount available for multiple copies) Order Form
NON-MEMBERS: $400.00 + GST/HST and Shipping - Order Form

For further details, please contact Noreen Corcoran at 416-482-1396 Ext. 228


 

Agency Remuneration and Terms - Best Practices

This valuable resource provides learning and exhibits to assist agencies in the ongoing planning process. Key segments of this process are detailed, including language to avoid and to use, preparation for negotiation, negotiation procedures and terms, agreement preparation/inclusions, agreement implementation and follow-up.

MEMBERS: Free - available in the members' area
NON-MEMBERS: Not available


 

Agency Transition Best Practices/Checklist

Agency Transition Best Practices/Checklist

ICA has recently created a checklist for agencies that are either on the receiving or giving end of an account hand-over. The topics cover contracts, creative, media, research, hand-over meeting, accounting/finance and other disciplines.

MEMBERS: Free - available in the members' area
NON-MEMBERS: Not available


 

Best Practice in Agency Search & Selection: The Guide for choosing the right marketing communications partner

Best Practices in Agency Search & Selection

This comprehensive and expanded report reviews best practices in Canada (including ICA's own Agency Search service), the U.S. and the UK, focusing on both the needs of Advertisers and Agencies.

Commissioned by the ICA, this report was conducted by Sark & Reynolds Management Consultants with the objective "to give advertisers a best-practice guide for finding a new Agency (if a new Agency is indeed what they need.)"

The report was built on three core determinants to making the right choice in a communications partner:

  • Can they do the job well?
  • Do we have the right fit?
  • Do we work well together?

The Guide includes detailed checklists, rating sheets for the various stages of the search and selection process and a stage-by-stage "roadmap" of the entire process of searching for an Agency - what should be considered and required, along with best practices for handling the process. ICA's Best Practices also recommends moving completely away from requesting speculative creative since is not only costly but an outdated and non-predictive method of trying to ascertain what an Agency might produce.

Table of Contents

  • The ICA Agency Search Service - a Process Snapshot
  • Chapter 1 - Search vs. Reconciliation
    • The Value of Performance Reviews
    • Mediation
  • Chapter 2 - Getting Started
    • Determining The Decision Making Team
    • Defining The Scope of Work
  • Chapter 3 - The Search Process
    • 3.1 Stage 1 - Preparation
    • 3.2 Stage 2 - Expressions of Interest
    • 3.3 Stage 3 - Choosing The Short List
    • 3.4 Stage 4 - Agency Visits
    • 3.5 Stage 5 - Capability Presentation (Optional)
    • 3.6 Stage 6 - Work Session (Optional)
    • 3.7 The Downside of Speculative Work
    • 3.8 Confidentiality & Rights Of Ownership
    • 3.9 Stage 7 - Final Selection
  • Chapter 4 - Agency Remuneration & Agreements
    • Memorandum Of Understanding
    • The Advertiser/Agency Agreement
  • Exhibits
    • ICA Scope of Work Checklists
    • Initial Questionnaire
    • Initial Credentials Submission Rating
    • Agency Visits Meeting Agenda
    • Agency Visits Rating
    • Credentials Presentation Ratings
    • Work Session Ratings
    • Mutual Confidentiality Agreement
    • The ICA Agency Search Service

MEMBERS: Free
NON-MEMBERS: Free

AVAILABLE ONLINE in English

For more information, please contact: Jani Yates, (416) 482-1396, Ext. 230


 

CASSIES Case Library

CASSIES Case Library

Since its inception in 1993, the CASSIES Awards have recognized the business successes of over 100 campaigns from Canada's top advertisers and their agencies. The celebration of these successes, and the learning we get from them makes the business stronger and helps define the Canadian advertising industry within the global marketplace.

All CASSIES winning case studies are available online in the Case Library of the CASSIES website. Please note that cases from 2001 onward include commercial spots, viewable from your computer.

MEMBERS: Free
NON-MEMBERS: Free

ONLINE ACCESS visit www.cassies.ca


 

A Guide to Best Practice, with Evaluation Formats

Client and Agency Evaluation: A Guide to Best Practice

The ICA's Best Practices Guide provides a simple yet effective process, giving an overall philosophy for evaluation along with sample forms that can be easily customized by advertisers or agencies. The philosophy is much more important than the forms, but both are needed. The evaluation process plays a huge role in the relationship, yet it can often be left to a last-minute rush to fill out forms, a vague chat over lunch, or perhaps worst of all, tight-lipped silence.

It is a completely new, zero-based look at the issues. The central premise is that the relationship between client and agency is key, and that it is worth investing the time and effort to get it right. Ultimately, a strong client/agency relationship can attract the best talent and get the best results.

This document outlines an evaluation system, in fact an attitude, that will help build the strongest possible client-agency relationship. This takes effort from both sides, and candour. Using a suggested five-point scale, there are specific agency department evaluation forms for clients, including: Account Management, Creative, Consumer Planning/Research, Production, Media Planning, Media Buying and more, with a summary rating form for overall agency performance. 'The Agency Feedback to the Client' form gives agencies a chance to open up communication on over two dozen points concerning the relationship with their client.

Client/Agency Evaluation draws on extensive ICA experience, with input from many agencies and advertisers, including the Association of Canadian Advertisers. Copies of the Guide in English and French can be accessed free of charge - see details below.

Table of Contents

  • Foreword
  • About the Author
  • Purpose
  • Introduction
  • Best-Practices Principles
  • Tips and Guidelines
  • Evaluation Formats
  • Appendix I - How to Get Better Work from your Agency

MEMBERS: Free
NON-MEMBERS: Free

AVAILABLE ONLINE in English

For your convenience, the following evaluation tables are available in WORD format:

Printed copies are available - please call Jo-Ann McQuillan at 416-482-1396 Ext. 224


 

The Client Brief

Three marketing industry associations with a common goal of improving the efficacy of the client-agency briefing process have joined forces to distribute this comprehensive reference guide.

The document is a reference/education piece for Clients who are responsible for briefing agencies. The better the brief, the better and more accurate the results! This document takes the reader through the briefing process step by step. Highly recommended reading for both Clients and Agencies.

The Client Brief: A best practices guide to briefing communications agencies is based on research conducted with more than 100 clients and 100 agencies, and is designed for use with all types of communications agencies.

The guide refers to a written brief as the most important piece of information issued by a client to an agency, since it is from the brief that all work flows. The better a company's corporate or brand position is defined and the more thoughtfully its key business issues are described, the more likely it is that an agency will be able to apply its specialist skills to produce great solutions.

A properly composed brief will save both clients and agencies time and money, and will provide a platform for equitable remuneration, the guide adds.

The Client Brief was originally produced by associations representing the British marketer and agency sectors. The document has been fully annotated with footnotes by the ACA and the ICA to ensure its applicability for Canadian marketers and agencies.

Table of Contents

Part 1

  • 'THE CLIENT BRIEF' Summary

Part 2

  • 'THE CLIENT BRIEF' in more detail
  • INTRODUCTION
  • RECOMMENDED AGENCY BRIEFING PROCESS
  • THE NEW STRUCTURE FOR BRIEFS
  • PROJECT MANAGEMENT
  • WHERE ARE WE NOW?
  • WHERE DO WE WANT TO BE?
  • WHAT ARE WE DOING TO GET THERE?
  • WHO DO WE NEED TO TALK TO?
  • HOW WILL WE KNOW WE'VE ARRIVED?
  • PRACTICALITIES
  • APPROVALS

PART 3

  • ABOUT THE CO-SIGNATORIES:

PART 4

  • REFERENCES

MEMBERS: Free
NON-MEMBERS: Free

AVAILABLE ONLINE

Printed copies are available - please call Jo-Ann McQuillan at (416) 482-1396 Ext. 224


 

The Client, The Agency, The Contract: Terms and Provisions Recommended By ICA for Use in Client/Agency Agreements in Canada

The Client, The Agency, The Contract: Terms and Provisions Recommended By ICA for Use in Client/Agency Agreements in Canada

A contemporary model contract for agencies to consider when developing and negotiating their own client-agency agreements. Presents optional approaches in handling such thorny issues as copyright and ownership of creative materials; termination and rights on termination; agency liability; client's obligation to pay; and for what. It is based, with permission, on a document originating from the U.K. under the tripartite auspices of the Chartered Institute of Purchasing and Supply plus the U.K. equivalents of ICA and ACA.

MEMBERS: Free - available in the members' area
NON-MEMBERS: Not Available

Printed copies are available - please call Jo-Ann McQuillan at 416-482-1396 Ext. 224


 

Excellence in Brand Communication: The ICA Guide to Best Practice

Excellence in Brand Communication: The ICA Guide to Best Practice

Find out how eleven top Canadian marketing communications practitioners make brands flourish. Excellence in Brand Communication was compiled and edited by David Rutherford and the chapters are by top Canadian practitioners. "The experience they pass on," says Rutherford, "is virtually impossible to accumulate these days. This book will fast-track anyone, and be a valuable addition to Brand Communication courses at universities."

They tackle topics ranging from being an inspirational client, to strategy development, to the art of briefing, to creative responsibility, to working with creative people, to proper use of research, to integrated marketing communication, to media convergence.

MEMBERS: Electronic excerpts are available. For more information, contact Jo-Ann McQuillan at Ext. 224

NON-MEMBERS: Sold Out


 

Freelance Producer Services Contract

This is a sample contract for freelance producers. It is available in WORD format so you can modify it according to your needs.

For more information, contact Winnie Alford.

MEMBERS: Free
NON-MEMBERS: Free


 

FridayFlash Newsletter

FridayFlash

FridayFlash is an electronic newsletter designed to aggregate news that is relevant to senior agency leaders. Created by ICA’s Information Services, FridayFlash helps you cope with information overload by bringing timely, relevant and noteworthy information to your inbox.

MEMBERS: Free - available in the members' area
NON-MEMBERS: Not Available

For more information, contact Jo-Ann McQuillan at 416-482-1396 Ext. 224


 

Getting a TV Commercial to Air (The Traffic Brochure)

Getting a TV Commercial to Air (The Traffic Brochure)

Just what is involved in getting TV ads to air? And in these days of electronic speed, doesn't it just take seconds to move things around? Well, not quite. It's not that simple.

This popular pamphlet is prepared and endorsed by the ICA Traffic Committee, ICA member agencies and Canadian industry representatives. It outlines what's involved in the traffic process, how to handle changes requested by agencies/advertisers, how much time various steps can take, and how to ensure that clients' commercials get on air.

The pamphlet will be helpful for anyone involved and responsible for TV commercials. This could include account services, creative, media and traffic. Not to mention, this brochure can also help a client understand why it is not possible to change the spot for tonight. This has been developed to help educate, understand and most of all, explain what goes on when material is late.

MEMBERS: Free
NON-MEMBERS: Free

Print copies - contact Jo-Ann McQuillan at 416-482-1396 Ext. 224


 

Human Resources Manual Best Practices

Human Resources Manual Best Practices

The Human Resources Best Practices Manual has been produced with the guidance of the ICA Human Resources Best Practices Committee, to give members best practice guidelines in human resources.

The key objective of the manual is to aid employers with such issues as

  • HIRING PRACTICES - understanding the hiring process will lead to good hiring that can help reduce turnover and termination problems; what should be in an employee/freelance contract
  • EMPLOYEE ORIENTATION AND HANDBOOK - what should be done in orientation and how to develop an employee handbook and company policies
  • EMPLOYEE PERFORMANCE MANAGEMENT - the types of performance systems, how to develop a performance appraisal program , appraisal tips and setting goals
  • TRAINING AND DEVELOPMENT - the importance of training, how to do a needs assessment, types of training and how to evaluate the program, post course assessment form and training resources
  • DISCIPLINE AND TERMINATION - what to do

MEMBERS: Free - available in the members' area
NON-MEMBERS: Not Available

Printed copies are available - please call Jo-Ann McQuillan at 416-482-1396 Ext. 224


 

ICA Agency Search Service

ICA Agency Search Service

This publication outlines ICA's Agency Search Service, the first service set up and administered by advertising people for advertising people. The confidential service is without bias or self-interest to advertisers seeking an agency. ICA's best practices save both advertiser and agencies time and money by ensuring a greater discipline and a proven methodology is applied, which is the foundation for a successful search.

Table of Contents

  • The ICA Agency Search Service - Description
  • Schematic of Agency Search process
  • Stage by Stage Discussion
    • Initial Consultation
    • Preparing the "Request for Interest"
    • Release to Agencies
    • Developing the Short List
    • Agency Visits
    • Work-Session/Interviews (optional)
    • Final Decision
  • Exhibits
    • ICA Scope of Work Checklist
    • Visits Rating
    • Work-Session Rating
  • Appendices
    • Credentials for the ICA Search Service
    • Why the "Dog and Pony Show" is not the Answer
    • About the ICA
    • List of ICA Agency Searches

To download a PDF version, click here

For a hard copy version, please contact Jo-Ann McQuillan at 416-482-1396 Ext. 224


 

ICA's Guide to Canadian Codes, Guidelines, Laws and Practice

ICA's Guide to Canadian Codes, Guidelines, Laws and Practice

Spanning the alphabet from "a" to "u," this is a user-friendly guide to advertising laws, rules, codes, guidelines and policies that confront advertising agencies and their advertising clients when conducting their business of advertising and marketing communications in Canada and elsewhere.

NOTE: This resources was published in 2000, and while it contains a great deal of useful information, it should not be relied upon as completely accurate and up-to-date. Readers are encouraged to seek appropriate legal counsel where relevant.

For more information and additional legal resource recommendations, please contact ICA’s Information Services.

MEMBERS: Free - available in the members' area
NON-MEMBERS: Not available

Printed copies are available - please call Jo-Ann McQuillan at 416-482-1396 Ext. 224


 

ICA Glossary of Media Terminology: Broadcast and Internet

ICA Glossary of Media Terminology: Broadcast and Internet

The ICA Traffic Committee has developed this glossary of media terms to ensure a common understanding between agency, station and production companies.

MEMBERS: Free
NON-MEMBERS: Free


 

Measuring and Valuing Brand Equity

Measuring and Valuing Brand Equity

Brand Finance, in collaboration with the Institute of Communication Agencies, formerly the Institute of Communications and Advertising, created the 28-page report, authored by Jonathan Knowles, Managing Director of Brand Finance Canada and David Haigh, founder and chief executive of Brand Finance plc. The report was sponsored by Canadian Business and is the subject of a feature article in the November 22, 2004 issue of Canadian Business.

The report looks at:

  • the growing importance of intangible assets over the past twenty years and their relative importance across industry categories
  • the recent changes in the rules concerning the accounting for brands and other forms of intangible asset
  • the circumstances in which it is necessary or desirable to conduct a brand valuation, and how brand valuation can contribute to marketing effectiveness
  • the different methodologies used in brand valuation
  • three different methodologies for measuring brand equity from a customer perspective
  • important developments in brand management - including marketing dashboards, measurement of marketing ROI, and the centralized ownership of intellectual property assets

The report includes data on the 25 most valuable brands in Canada, the 20 largest retail networks in Canada, and the top 25 advertisers in Canada over the past three years.

Brand Finance and the ICA have published this report in the belief that it will help to raise the profile and quality of the debate concerning the contribution of brands to business success. The methodologies outlined in the report provide a useful start to a process for companies and their marketers to better understand brand value and use it as a business tool and asset.

MEMBERS: Free
NON-MEMBERS: Free


 

News and Views

News and Views

News and Views is ICA's quarterly newsletter for member agencies. It provides updates on the activities and initiatives undertaken by the ICA, as well as upcoming events, information about education offerings, awards, new publications, new members and much much more. Copies are mailed electronically to the appointed recipient in each member agency. We also archive copies in the members area of the website.

MEMBERS: Free - available in the members' area
NON-MEMBERS: Not available


 

Payment By Results 2: Advertising Agency Remuneration Best Practices

Advertising Agency Remuneration Best Practices

The report PBR2: Advertising Agency Remuneration Best Practices was prepared for the ICA by Canadian marketing communications consultants Adrian Sark and Dan Reynolds. The report, among other things, gives ad agencies and their clients insight into "practical real-world experience" with PBR, from Canada and abroad, and provides "best practices" road maps for its implementation.

A management by objectives, pay-for-performance style of remuneration has long been standard for senior executives in industries around the world. Similarly, the ICA supports the "bonus" approach to PBR that recognizes the essential partnership between clients and the agencies and their need for goal congruence, mutual objective setting, and the "Win-Win" that is the foundation of Payment by Results.

For PBR to be successful requires open and trusting communication between client and agency. In light of this belief, the ICA is making this report available free of charge to agencies and clients through our web site.

Table of Contents

  • Introduction
  • Methodology
  • Background
  • Research And Learning
  • The Current Arrangements
  • The Drive Toward PBR
  • The Benefits Of PBR
  • PBR Schemes
  • Remuneration Schemes
  • Performance Assessment
  • Caveats
  • The ICA Position
  • PBR Philosophy - "Win-Win"
  • PBR Principles
  • PBR Guidelines
  • PBR Remuneration Practice
  • PBR Mechanics and Criteria
  • PBR Implementation Process
  • IPA/ISBA Guidelines (U.K.)
  • Bibliography

MEMBERS: Free
NON-MEMBERS: Free

AVAILABLE ONLINE

Printed copies are available - please call Jo-Ann McQuillan at (416) 482-1396 Ext. 224


 

So...You Want to be in an Advertising Agency?

So... You Want to be in an Advertising Agency?

Originally produced in 1995, this classic ICA publication is back due to popular demand. If you want to know how an advertising agency works and who does what, this publication will give an honest overview of the realities of agency life. Ideal for students considering a career in advertising. See also My Big Future.

MEMBERS: Free
NON-MEMBERS: Free


 

Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet

Vulcans, Earthlings and Marketing ROI: Getting Finance, Marketing and Advertising onto the Same Planet

Every few years, business is galvanized by a new concept. Accountability is the latest idea in the spotlight. It’s a huge topic, and in the broadest sense embraces ethics, corporate governance, and all the issues spawned by the recent spate of business scandals. Vulcans, Earthlings and Marketing ROI, co-published by the Institute of Communication Agencies (ICA) and Wilfrid Laurier University Press, deals with a more pragmatic aspect: the accountability behind the question “Are our investments in marketing and advertising sensible and successful, short and long term, from a business point of view?

The authors, David Rutherford and Jonathan Knowles, first establish that finance, marketing, and advertising share common ground in the value of brands. They review the evidence for the business impact of marketing and advertising, summarizing key research and practical experience. Then they outline what it takes to build an accountability culture and profile some techniques that are useful for framing and measuring the business impact of marketing and advertising investment. The book is intended for anyone with an interest in accountability as it applies to short- and long-term marketing effort.

MEMBERS: To order 5 books or less, click here to fill out an order form or
contact Jo-Ann McQuillan 416-482-1396 Ext. 224

NON-MEMBERS: Please contact University of Toronto Press at 800-565-9523 in the U.S. or Canada, or email utpbooks@utpress.utoronto.ca.