For the first time in the industry’s history, the Institute of Canadian Agencies (ICA) is launching a structured, multi-market export development initiative opening new doors for Canadian agencies to compete for international business across the UK and Europe. This initiative is supported by a contribution from CanExport Associations, a funding program delivered by Global Affairs Canada’s Trade Commissioner Service. Building on the ICA’s 2025 international pilot activities, the 2026–27 programme delivers a structured, multi-market platform for export-ready agencies providing direct access to global markets, senior international decisionmakers, and practical tools to grow beyond Canada’s borders.
The initiative is anchored in the ICA’s Brands Need More Canada (BNMC) manifesto, a sector-wide platform that positions Canadian agencies as world-class strategic partners, recognised globally for their creativity, effectiveness, and commercial impact.
This is a landmark moment for the Canadian agency sector
said Scott Knox, President & CEO of the IC
Agencies are export businesses, we operate daily in one of the world’s most diverse, multicultural, and commercially complex marketing environments. That builds a rare capability to navigate audiences, cultures, languages, and market dynamics that global clients are actively looking for.
Supported 2026–27 activities include:
The ICA is clear that the goal goes well beyond conference attendance. The programme creates structured, practical pathways helping agencies understand international markets, build relationships with global brands and intermediaries, and develop the confidence and capability to win business abroad.
This is fundamentally about helping agencies see themselves differently,
said Knox.
For too long, export has been seen as something for manufacturers or large enterprises. We want agencies to understand that strategy, creativity, marketing, media, and communications expertise are valuable exports and that there is significant opportunity well beyond Canada and beyond the U.S.
The initiative also advances the ICA’s broader advocacy mission: establishing Canada’s agency sector as a recognised contributor to the country’s innovation economy and global commercial competitiveness.
Agencies help brands grow, enter markets, attract investment, launch products, and compete internationally,
said Ryan Timms, Chair of the ICA Board of Directors.
That work has measurable economic value and it’s time for governments, industry leaders, and agencies themselves to think ambitiously about what Canada’s agency sector can contribute to the national export story.
The ICA has been working closely with Trade Commissioner Service offices across Europe throughout the planning process, with discussions centred on in-market intelligence, strategic introductions, and targeted support for Canadian SME agencies seeking to establish a foothold internationally. The long-term objective is to establish durable, repeatable international pathways for Canadian agencies building the industry’s collective confidence, market knowledge, and participation in global business development.
This is the beginning, not the destination,
said Knox.
We need more Canadian agencies in the room internationally, showing up in global conversations, building relationships, and staking a claim as part of the world’s creative and strategic marketplace.
With this contribution from Global Affairs Canada, the ICA is moving forward with one of the most structured international export development programmes the Canadian agency sector has undertaken, a clear signal of growing ambition and institutional momentum behind Canada’s global creative and marketing industry.
Agencies interested in taking part in the ICA’s Trade Missions should contact Leah Power, leah@theica.ca.
