A history and current overview of the issues facing the industry today.

The following was issued as an open letter to all stakeholders in the Canadian advertising industry on September 20, 2023.

The Institute of Canadian Agencies (ICA) deplores ACTRA’s ongoing attempts to derail negotiations to create a new National Commercial Agreement (NCA) that are currently taking place.

Le 20 février dernier, le Globe and Mail publiait un article intitulé « Actors’ union accuses Ottawa of prolonging labour dispute with agencies after millions in ad spending revealed ». Cet article omet et présente de manière inexacte d’importants faits sur la façon dont les budgets publicitaires fonctionnent réellement, en faisant fi de la part de ces budgets qui est affectée à l’achat média et aux entreprises médiatiques qui diffusent le contenu.

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Mediation sessions failed to resolve the ongoing dispute between the ICA and ACTRA after the union refused ICA’s offer to return to the bargaining table and instead demanded ICA agencies re-sign, without changes, the outdated and expired NCA from April 2022.

ACTRA has had a lot to say about the ICA and its member agencies since our National Commercial Agreement (NCA) expired in April 2022. Much of the ACTRA rhetoric is simply not true. If you are wondering how to separate fact from fiction here are the issues from an ICA perspective.

There is a lot of misinformation circulating about the breakdown in negotiations between the ICA and ACTRA/ACA aimed at creating a new National Commercial Agreement (NCA). The issues at stake are critical to the long-term health of Canadian agencies and performing talent. Here are some of the key facts from the perspective of the ICA and its member agencies.

The National Commercial Agreement (NCA) that existed between the ICA, the Association of Canadian Advertisers (ACA) and the Alliance of Canadian Cinema Television and Radio Artists (ACTRA) expired on April 26th, 2022.

The ICA, the professional business association representing Canada’s communication & advertising agencies, is strongly advocating the use of The Canadian Creative Industries Code of Conduct which was issued today by ACTRA.

The ICA, alongside The Association of Canadian Advertisers (ACA), enabled Canada’s advertising industry to reach a 2017 settlement with performers union ACTRA.