ICA LOOKING ON AGENCYSEARCH.CA
By Adnews Staff
The Institute of Canadian Advertising has constructed a new tool to assist advertisers in conducting an agency search. Agencysearch.ca is an online database of the ICA's member advertising agencies. The site, which is free to use, contains information about each agency including ownership, personnel profiles, locations, areas of expertise, client lists and the types of business the agency is pursuing. The database also provides links to agency Web sites. Users register with the site by identifying themselves as an advertiser, agency or search consultant. They then have three ways to proceed with the first stage of an agency search: conducting their own search without any ICA involvement, consulting with the ICA and then conducting their own search, or asking the ICA to conduct a search on their behalf. The association will promote Agencysearch.ca in the upcoming weeks with an ongoing communications plan including trade advertising in industry publications. Agencysearch.ca was designed by Little Tornado, a U.S.-based company which also created a similar Web site for the American Association of Advertising Agencies.