ICA GETS QUICK RESPONSE
By Adnews Staff
Just a month after introducing a campaign telling U.S. advertisers to use Canadian agencies, the Institute of Canadian Advertising has received over 200 requests for its book entitled ICA Advertising Advantage Guide. In early November, the ICA launched a direct mail campaign to promote the book. The guide encourages U.S. advertisers to use Canadian agencies for their advertising needs and tells them the advantages of using a Canadian agency. The campaign also used inserts in the advertiser copies of Advertising Age and The Advertiser. In the ICA Advertising Advantage Guide, the ICA sites the advantages of using a Canadian agency, saying that Canadian agencies create award winning work used in Canada and abroad. Agencies are streamlined and service-oriented with senior people working on the advertisers' business. Canadian agencies are easily accessible because most are located near the border in cities such as Toronto, Montreal, Calgary and Vancouver. In addition, the U.S. dollar goes about 50% further in Canada than it does in the U.S. The book also showcases the work of Canadian agencies and publishes detailed contact information. The campaign was handled by freelancers. The ICA is a professional association for advertising agencies. Founded in 1905, the organization has about 70 member agencies across Canada.