Against the backdrop of an election in Ontario, a federal election on the horizon and concerns over tariffs rising, the ICA unveils its advocacy initiatives on behalf of agencies, and urged the sector to “Tell Them!” (our politicians) of the importance of this group to economies across the country.
The ICA has set forth an ambitious advocacy agenda aimed at influencing policymakers at both federal and provincial levels, ensuring Canada’s agencies are prioritized by governments as they seek to diversify trade and stimulate economic growth. With an early focus in Ontario, “Tell Them!’’ is the grassroots support for these efforts, arming agency leaders and reminding the industry that local politicians are there for their businesses too. Encouraging them to have their own conversations with candidates during campaigns, and with elected officials at any time, especially in Ontario when a new government will be formed in the coming days.
In Ontario, the ICA is advocating for the extension of Film and TV tax credits to include advertising, marketing, media, PR, and agency production services. This change would create a more equitable environment with other creative businesses that currently benefit from similar incentives.
As Ontarians prepare to cast their votes on February 27, they will be choosing a government to guide us through an unprecedented period. It is essential to remind them of the vital role agencies play and to advocate for the recognition we deserve to grow our sector and expand the economy. Only with our industry included, will the Province meet its stated goal of a 50% growth in the creative industries,
said ICA Chair, Beverley Hammond.
We are also championing the inclusion of agencies in trade delegations, acknowledging them as a crucial export sector in line with our "Brands Need More Canada" initiative; and pushing for training and technology support to help agency businesses and talent succeed in today’s rapidly changing media and marketing landscape,
said Scott Knox President and CEO of the ICA.
The creative economy stands as a formidable force in Canada, driving innovation and growth. In 2023, the marketing industry's operating revenue soared by an impressive 7.8%, reaching a $14.4 billion. This thriving sector boasts over 8,600 businesses and has experienced a robust average annual growth rate of 4% from 2020 to 2025. Notably, this industry has proven to be one of the most resilient, successfully weathering challenges over the past two decades, including the Great Recession, periods of instability, the pandemic, and soaring inflation that have all impacted consumer behaviour.
Furthermore, Canada's agencies are not just contributors to the economy; they generate over $6 in GDP for every dollar invested in marketing. This remarkable return underscores the critical role that the group plays in fostering economic prosperity and job creation across the nation.
Creative industries are economic powerhouses and define our national identity. In Ontario alone, heritage, sport, tourism, and culture generate $75 billion annually — more than the GDP of Manitoba and larger than mining, forestry, and agriculture combined.
We represent a powerful collective of businesses. Even in times when other sectors face challenges, we flourish. Beyond generating jobs and attracting investments, we instil 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,”
Hammond said.
To bolster this agenda, the ICA has established a Government Relations Committee and partnered with a Public Affairs firm. Alongside meetings with various ministers, the group has been invited to submit a pre-budget proposal in Ontario and is actively consulting with the federal Department of Innovation, Science and Economic Development (ISED) on the implications of AI.
To get involved email Scott Knox scott@theica.ca
