ICA NOW STANDS FOR INSTITUTE OF COMMUNICATIONS & ADVERTISING
By Adnews Staff
The Toronto-based Institute of Canadian Advertising has rebranded itself as the Institute of Communications & Advertising. Yesterday the ICA's members ratified an earlier decision by the board of directors to make the change, which, according to the group, better reflects current business reality. "The term 'communications' or 'marketing communications' is becoming more commonly used by governments, agencies and industry associations around the world to describe the business we are truly in," said ICA president Rupert Brendon. "Agency revenues are coming less and less from media-based advertising commissions and more from other forms of marketing communications. Clients are looking for media-neutral solutions. Integrated marketing communications is what clients seek today. As the association representing this industry, our name should reflect that reality." The new name is designed to preserve the old acronym in order to "provide a chord of familiarity," said ICA executive vice-president Jani Yates. The ICA is a national industry association for communications and advertising agencies. It has about 90 members, representing roughly 85% of the industry in Canada.