Growth Advisory Committee

The ICA Growth Advisory Committee is the strategic body designed to advance the commercial resilience and long-term competitiveness of Canada’s agency sector.

Bringing together senior leaders from across the industry, the Committee will drive a focused national agenda across three critical areas: accelerating agency growth, shaping the policy and regulatory environment, and ensuring Canada leads in the adoption of transformative technologies, including artificial intelligence.

In an environment defined by structural market shifts, increasing pressure on agency business models, and rapid technological disruption, the Growth Advisory Committee has been established to move the sector from reaction to leadership.

This is not about observing change in our industry - it’s about directing it,

said Scott Knox, President & CEO, ICA.

Canadian agencies are among the most creative and effective in the world. The Growth Advisory Committee ensures we match that strength with commercial confidence, global visibility, and a clear voice in shaping the conditions we operate within.

A Coordinated Growth Strategy for Canada

The Committee’s 2026 agenda will focus on two immediate priorities:

1. Global Growth Through AdForum Toronto 2026
   
   The ICA is hosting some of the world’s leading pitch consultants from over a dozen international markets in Toronto. These advisors influence agency selection decisions for many of the world’s most ambitious brands.
   
   The initiative is designed not as a one-time event, but as the foundation of a sustained global engagement strategy - positioning Canada as a “must-know” market for international business.
   
   
2. AI Leadership and Policy Influence
   
   The Committee will actively advocate for government support and funding to enable agencies to invest in AI at scale, while ensuring the sector has a meaningful voice in shaping policy around data, intellectual property, and ethical use.

From Participation to Leadership

Beyond these priorities, the Growth Advisory Committee will lead a coordinated national effort to:

• Build a robust body of evidence demonstrating the commercial impact of Canadian agencies
• Establish Canadian leaders as authoritative voices in global industry conversations
• Advocate for policy frameworks that enable innovation and growth
• Expand international visibility through strategic engagement and global platforms
• Committee Leadership

The Growth Advisory Committee is chaired by Paulo Salomão, King Ursa, and includes senior leaders from across Canada’s agency landscape:

• Julien Bissuel, 72andSunny
• Elyse Boulet, Pigeon Brands
• Fab Dolan, 99Ravens
• Ian MacKenzie, Memory
• Jill Smith, Iris Worldwide

Our role is to ensure Canada’s agency sector is not just participating in global change, but shaping it,

said Paulo Salomão, Chair, Growth Advisory Committee.

We are building a clear, coordinated strategy that connects commercial growth, global relationships, and policy influence - and turns that into tangible opportunity for agencies across the country.