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 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 Melissa Myers at 416-482-1396 Ext. 226
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
NON-MEMBERS: Not available
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
NON-MEMBERS: Not available
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
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
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
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
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
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)
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
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
NON-MEMBERS: Not Available
Printed copies are available - please call Jo-Ann McQuillan at 416-482-1396 Ext. 224
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
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
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
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 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
NON-MEMBERS: Not available
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
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.