ICA - Institute of Canadian Agencies

#FeatureFriday 👶 See how #ICA member agency Leo Burnett Canada brought Canadian Tire Corporation's new "Believe in Her" campaign to life. ----- As the Olympics were coming up, Canadian Tire Corporation had recently announced a commitment to women in sport - 50% of its sponsorship dollars going towards women's professional sports. When this happened, we knew 'women in sport' was our campaign angle. With so much noise during the Olympics time period, that is mostly fueled by performance or patriotism, we wanted to take a bit of a different approach to bring our commitment to life. We focused on a baby in a nursery to demonstrate all the possibilities she can achieve, while giving consumers a story that would feel compelling and breakthrough during this time.   Read more: https://lnkd.in/gt7hcmus

📣 We're thrilled to announce that Elyse Boulet, CEO & Managing Partner of Pigeon Brands, has joined the #ICA Board of Directors effective immediately. “Elyse brings an important perspective with businesses in both Quebec and Ontario, and an incredible track record of strong industry leadership that will advance the ambitious mandate of the ICA.” – Beverley Hammond, ICA Chair   “Canada's diversity is a strength, and that is reflected in our industry’s offerings. Independent agencies like ours drive big changes, showing that fresh ideas and flexible approaches can disrupt the norm. Inspired by the ICA’s mission for inclusivity and equity, I am committed to advancing our industry by championing initiatives that celebrate and represent Canada's diverse fabric.” – Elyse Boulet, ICA Board Member

📣 Calling all brands and agencies! You still have 6 weeks to craft your winning idea for the 2024 IDEA Competition. In partnership with Bell Media, the #ICA’s IDEA (Inclusivity, Diversity and Equity in Advertising) Competition is calling for brands and agencies to submit work that showcases and celebrates diversity through advertising, for a chance to win $1 million worth of media. This year’s entries must shine a spotlight on the lived realities of Gender Equity in Canada. 📅 Deadline to enter is September 9th. Learn more and enter here: https://lnkd.in/gtrKkRVG 💡 Need some inspiration? Check out past competition winners: https://lnkd.in/ecz38qr #IDEACompetition2024 #IDEACompetition #GenderEquity #DEI

#FeatureFriday 🤸♀️ See how #ICA member agencies Publicis Canada and Starcom Canada are helping Cadillac Fairview and the Canadian Olympic Committee bring back play. ----- We turned CF Toronto Eaton Centre into a playground! Cadillac Fairview is partnering with Team Canada athletes to launch CF Play Makers – a program committed to building more play spaces for kids. Starting with the CF Play Makers slide, built for both kids and adults. We even had Olympic athletes Damian Warner and Rosie MacLennan come down to help unveil it. 🛝 Because when kids play, we all win. Discover more about the campaign here: https://lnkd.in/gT7vxjCK

Well, #EffieCanada Final Round Judging has come to an end. 🏆 Over the past month, juries reviewed cases from 45+ categories, bringing this year’s competition to new heights of effectiveness. We think Effie Judge Rebecca Stutley said it best: “Creativity that can inspire and be effective is the ultimate win-win.” A huge thank you to our entire jury who gave their time and energy to the work that entrants put their hearts and souls into. 👏 Stay tuned, Finalists will be announced September 23rd. Interested in being an Effie Judge for next year's competition? Get in touch: [email protected] #EffieJudging #EffieCanada2024 #EffieAwards #MarketingEffectiveness Effie Worldwide

With the Paris Olympic Games opening this week, the marketing engines behind some of the world’s biggest brands are ramping up. We sat down with Dustin Rideout, Chief Strategy Officer and Partner at Toronto-based creative agency The Hive, to discuss how sport offers unexpected ways for brands to connect with communities. ➡ Read the article: https://lnkd.in/gynXmm4m The #ICA’s Report on Marketing, in partnership with Globe Media Group, is where Canada’s leading agencies and brands discuss insights, cutting-edge research, and drivers of effectiveness. #ReportOnMarketing #CanadianMarketing #SportsMarketing #Paris2024

#FeatureFriday 🍁 New work from #ICA member agency McCann Canada celebrates the super fans who fuel Team Canada’s athletes with their unwavering support.  -----  Petro-Canada and McCann Canada invite fans to cheer on Team Canada on the road to the podium. In this authentic, anthemic spot, we travel from coast to coast to the head-banging beats of the Ramones, featuring “LET’S GOOOs!” from just about everyone along the way—including Fay De Fazio Ebert and Collin Lalonde, Petro-Canada FACE™ Program grant recipients.    Since 1998, the Petro-Canada FACE™ Program has provided over $14 million in support to more than 3,500 Canadian athletes and coaches, demonstrating that living by the leaf means supporting those who wear it.  

Inside the Judges’ Room | #EffieCanada Final Round Judging - Day 8 We asked Adam Ferraro, what’s one trend you’ve spotted as an Effie Judge this year? “The diversity around us has the potential to turn a local insight into a global idea. Paying attention to nuances of the cultural mosaic in Canada can open a world of possibilities.” – Adam Ferraro, VP, Social Media & Communications Strategy, McCann Content Studios North America 👥 Jean-Claude M. Kikongi, Jeanene Miniaci, Jordan Cohen, Martha Bushell, Nancy Ortenburg, CCXP, Nikunj Mahajan, Rebecca Harth, Sandra D'Ambrosio, Susy Brown, Leah Power #EffieJudging #QOTD #EffieCanada2024 #EffieAwards #MarketingEffectiveness 

Inside the Judges’ Room | #EffieCanada Final Round Judging - Day 8 We asked Jodi Peacock, what's one piece of advice you would give to future Effie Judges? “Pay close attention to evaluation criteria (it’s detailed for a reason) to avoid the trap of rewarding big investments over true insight and brilliant execution.” – Jodi Peacock, Client President, EssenceMediacom Canada 👥 Darya Fustukian, Doug Maugham, José Antonio Casillas Rosas, Martin Carrière, Maura Cowan, Nicole Gawen, Nipun Goomer, Pamela Nalewajek, Shelly Walia, Thilini Indraratne, Kate Torrance #EffieJudging #QOTD #EffieCanada2024 #EffieAwards #MarketingEffectiveness

Inside the Judges’ Room | #EffieCanada Final Round Judging - Day 7 We asked Jack Dayan, what’s unique about being an Effie Judge compared to other competitions? “It's one thing to judge an ad. With the Effies, everything matters: the context, the insight, the idea, the execution, the results, and the case study itself. You can have a great ad in other shows, even if it lacks a critical insight or idea. With the Effies, everything has to win and winning is everything.” – Jack Dayan, Founding Partner, Chief Strategy Officer, Full Punch 👥 Burhan Khan, Camila Merlano, Jason Marcotte, Joy Ghosh, Kelly Miller, Paul Costello, Pierre Chan, Telly Carayannakis, Véronik L'Heureux, Brent Nelsen #EffieJudging #QOTD #EffieCanada2024 #EffieAwards #MarketingEffectiveness