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ICA PUBLICATIONS LIST
Updated May 2006
This Guide is designed to serve as a reference to clearly identify what industry is continuing to do to ensure responsible advertising to children in Canada. Through self-regulated and government-mandated codes of conduct, advertisers comply with stringent regulations and also provide media literacy and other educational programs to teach children about healthy life choices.
More specifically, this Guide is designed:
MEMBERS: Free
NON-MEMBERS: Free
AVAILABLE ONLINE
AUSSI DISPONIBLE EN FRANÇAIS
Prepared by Deloitte & Touche, this valuable resource is the definitive reference tool for assisting you in the appropriate application of PST (by province), GST, HST and QST.
MEMBERS: Free
NON-MEMBERS: $500.00 + 6% GST
AVAILABLE ONLINE
For further details, please contact Paula Rose at 416-482-1396 x226
Advertising Tax Manual Annual Update
Prepared by Deloitte and Touche, the Annual Update is available each Autumn and provides an overview of all provincial legislation amendments as they apply to advertising.
MEMBERS: Free
NON-MEMBERS: $300.00 + 6% GST
For further details, contact Paula Rose at 416-482-1396 x226
Agency Remuneration and Terms: Best Practices
This valuable resource provides learning and exhibits to assist agencies in the ongoing planning process. Key segments of this process are detailed, including language to avoid and use, preparation for negotiation, negotiation procedures and terms, agreement preparation/inclusions, agreement implementation and follow-up.
MEMBERS: Free
NON-MEMBERS: Not available
Print version contact Sandy Beglan at 416-482-1396
x229
This publication provides details on ICA activities in the last year, including new staff, publications, research initiatives, etc.
MEMBERS: Free
NON-MEMBERS: Not Available
AVAILABLE ONLINE
Hot off the presses, this comprehensive and expanded report reviews best practices in Canada (including ICA's own Agency Search service), the U.S. and the UK, focusing on both the needs of Advertisers and Agencies.
Commissioned by the ICA, this report was conducted by Sark & Reynolds Management Consultants with the objective "to give advertisers a best-practice guide for finding a new Agency (if a new Agency is indeed what they need."
The report was built on three core determinants to making the right choice in a communications partner:
MEMBERS: Free
NON-MEMBERS: Free
AVAILABLE ONLINE
The Brand Finance Index of Canada's Most Valuable Brands 2005
Published in January 2006, this is the second time Brand Finance has produced a list of most valuable brands in Canada. All methodologies are clearly explained and additional tables include Largest Retail Networks in Canada and Canada's Largest Advertisers 2001-2004.
MEMBERS: FREE
NON-MEMBERS: FREE
AVAILABLE ONLINE
Canadian Communications Pocket Book 2006/07
The Canadian Communications Pocket Book includes a unique compilation of essential facts and figures about Canada including key economic indicators, advertising figures, market sizes, population forecasts, consumer consumption patterns, media data, and much more. All data contained in the Pocket Book comes from highly respected, authoritative and well-established sources, including media and retail associations, government ministries, Statistics Canada, MapInfo, and dozens more.
The Pocket Book size (6-1/4" x 4-1/2") makes this an easily carried reference book, providing vital marketing data that will be helpful to anyone in the government, marketing, advertising, communications or media industries.
The 2006/7 Edition has been revised and significantly expanded to include:
MEMBERS & NON-MEMBERS: $49.00 per copy (plus 6% GST)
To order your copy,
call Rose Pedro at 416-764-1596
or or email: rose.pedro@marketingmag.rogers.com
Since its inception in 1993, the CASSIES Awards have recognized the business successes of over 100 campaigns from Canada's top advertisers and their agencies. The celebration of these successes, and the learning we get from them makes the business stronger and helps define the Canadian advertising industry within the global marketplace.
All CASSIES winning case studies are available online in the Case Library of the CASSIES website. Please note that cases from 2001 onward include commercial spots, viewable from your computer.
MEMBERS: Free
NON-MEMBERS: Free
ONLINE ACCESS visit www.cassies.ca
The Client, the Agency, the Contract
A contemporary model contract for agencies to consider when developing and negotiating their own client-agency agreements. Presents optional approaches in handling such thorny issues as copyright and ownership of creative materials; termination and rights on termination; agency liability; client's obligation to pay; and for what. It is based, with permission, on a document originating from the U.K. under the tripartite auspices of the Chartered Institute of Purchasing and Supply plus the U.K. equivalents of ICA and ACA.
MEMBERS: Free
NON-MEMBERS: Not Available
AVAILABLE ONLINE
Print version call Jo-Ann McQuillan at
416-482-1396 x224
The Client Brief: a best practice guide to briefing communications agencies
The purpose of this document is to create a reference/education piece for Clients who are responsible for briefing agencies. The better the brief, the better and more accurate the results! This document takes the reader through the briefing process step by step. Highly recommended reading for both Clients and Agencies.
The Client Brief - click here
Le Bref du Client - cliquez ici
Client/Agency Evaluation: A guide to Best Practice, with Evaluation Formats
The Institute of Communications and Advertising (ICA) has been inundated with questions about the client/agency relationship and how to improve it. The evaluation process plays a huge role in the relationship, yet it can often be left to a last-minute rush to fill out forms, a vague chat over lunch, or perhaps worst of all, tight-lipped silence.
The ICA's Best Practices Guide provides a simple yet effective process, giving an overall philosophy for evaluation along with sample forms that can be easily customized by clients or agencies. The philosophy is much more important than the forms, but both are needed.
"It is a completely new, zero-based look at the issues," said Rupert Brendon, President & CEO of the ICA. He says the central idea is that the relationship between client and agency is key, and that it is worth investing the time and effort to get it right. Ultimately, a strong client/agency relationship can attract the best talent and get the best results.
"This document outlines an evaluation system, in fact an attitude, that will help build the strongest possible client-agency relationship. This takes effort from both sides, and candor," said Mr. Brendon. Using a suggested five-point scale, there are specific agency department evaluation forms for clients, including: Account Management, Creative, Consumer Planning/Research, Production, Media Planning, Media Buying and more, with a summary rating form for overall agency performance. 'The Agency Feedback to the Client' form gives agencies a chance to open up communication on over two dozen points concerning the relationship with their client.
"ICA's Guide to Client/Agency Evaluation provides a comprehensive and authoritative roadmap for designing and implementing an effective evaluation system. Marketers and agencies would do well in embracing the best practices detailed in this publication," said Bill Nicholson, Executive Vice President, Management Services of the American Association of Advertising Agencies (AAAA) in the U.S.
Client/Agency Evaluation, A Guide to Best Practice draws on extensive ICA experience, with input from many agencies and advertisers, including the Association of Canadian Advertisers. Copies of the Guide in English and French can be accessed free of charge - see details below.
The author of the Guide, David Rutherford, spent several years at Procter & Gamble in Canada, later becoming President and Vice Chairman at Ogilvy & Mather in Toronto. He is now a marketing and advertising consultant, and Editor of the CASSIES where clients and agencies have to prove that their advertising worked, via a rigorous written case.
MEMBERS: Free
NON-MEMBERS: Free
Printed copies are available please call Jo-Ann
McQuillan at 416-482-1396 x224
AVAILABLE ONLINE in
English
AUSSI DISPONIBLE
EN FRANÇAIS
Code of Ethics, Practices and Obligations of ICA Members
One of the marks of the maturity of an industry surely must be the extent to which its members feel the need to not only declare a belief in a code of ethical practices, but also to provide that some governing body be delegated the responsibility to both judge the extent that the code is followed, and that it apply sanctions against those who are found to be guilty of code infractions.
When an advertising agency joins the Institute of Communications and Advertising (ICA), it agrees to abide by this Code, which forms a part of the official By-Laws of the Institute.
ICA Code of Ethics
ICP Code de Déontologie
Copyright in Advertising. A Handbook for Advertising Agencies
A practical guide for agencies in understanding the ins and outs of copyright; how it differs from trade-mark; who (among the agency, its employees, suppliers and clients) owns what part of the copyright; the merits of licenses as distinct from ownership; and confidentiality issues.
The booklet also provides suggested wording for copyright protection and transfer of ownership.
MEMBERS: Free
NON-MEMBERS: Not available
Print copies only contact Sandy Beglan at
416-482-1396 x229
Excellence in Brand Communication:
The ICA Guide to Best Practice
Find out how eleven top Canadian marketing communications practitioners make brands flourish. Excellence in Brand Communication was compiled and edited by David Rutherford and the chapters are by top Canadian practitioners. "The experience they pass on," says Rutherford, "is virtually impossible to accumulate these days. This book will fast-track anyone, and be a valuable addition to Brand Communication courses at universities."
They tackle topics ranging from being an inspirational client, to strategy development, to the art of briefing, to creative responsibility, to working with creative people, to proper use of research, to integrated marketing communication, to media convergence. Chapter 1 in full, plus chapter summaries, are available at www.ica.adbeast.com.
To order, call Jo-Ann McQuillan at Ext. 224 - $59.00 plus 6% GST and shipping/handling.
MEMBERS: $59.00 plus 6% GST & S/H
NON-MEMBERS: $59.00 plus 6% GST & S/H
MORE INFO AVAILABLE: www.ica.adbeast.com
Getting a TV Commercial to Air [The Traffic Brochure]
Just what is involved in getting TV ads to air? And in these days of electronic speed, doesn't it just take seconds to move things around? Well, not quite. It's not that simple.
This popular pamphlet, prepared by the ICA Traffic Committee, ICA member agencies and Canadian industry representatives, will outline what's involved in the process, how much time various steps can take, and how we can all positively affect the flow of work simply by being better informed.
The purpose of this brochure is to outline the traffic process and timing to ensure that clients' commercials get on air. It was felt that there was a need for an industry-endorsed and enforced policy. The driving factor is when material arrives late, the incidence of error increases accordingly.
The brochure describes the process of how to handle changes requested by agencies/advertisers and the steps involved. The deadline for material to be at the station is five working days prior to the airdate. For exceptions, 48 hours is the absolute minimum required to get a commercial to the TV station's traffic department and have it scheduled to air on time.
The brochure will be helpful for anyone involved and responsible for TV commercials. This could include account services, creative, media and traffic. Not to mention, this brochure can also help a client understand why it is not posssible to change the spot for tonight. This has been developed to help educate, understand and most of all, explain what goes on when material is late.
MEMBERS: Free
NON-MEMBERS: Free
AVAILABLE
ONLINE
Print copies contact Jo-Ann McQuillan at
416-482-1396 x224
Human Resources Best Practices Manual
The Human Resources Best Practices Manual has been produced with the guidance of the ICA Human Resources Best Practices Committee, to give members best practice guidelines in human resources.
The key objective of the manual is to aid employers with such issues as HIRING PRACTICES - understanding the hiring process will lead to good hiring that can help reduce turnover and termination problems, what should be in an employee/freelance contract, EMPLOYEE ORIENTATION AND HANDBOOK - what should be done in orientation and how to develop an employee handbook and company policies, EMPLOYEE PERFORMANCE MANAGEMENT - the types of performance systems, how to develop a performance appraisal program , appraisal tips and setting goals, TRAINING AND DEVELOPMENT - the importance of training, how to do a needs assessment, types of training and how to evaluate the program, post course assessment form and training resources, DISCIPLINE AND TERMINATION - what to do.
MEMBERS: Free
NON-MEMBERS: Not Available
AVAILABLE ONLINE
Les extraits suivants sont disponible en Français:
Evaluation de l'employ(e)
Types de Systme de Gestion
du Rendement
Print copies also available contact Paula Rose at
416-482-1396 x226
The publication outlines ICAs Agency Search Service, the first service set up and administered by advertising people for advertising people. The confidential service is without bias or self-interest at no cost to advertisers seeking an agency. ICAs best practices save both advertiser and agencies time and money by ensuring a greater discipline and a proven methodology is applied, which is the foundation for a successful search.
The publication describes the search service, ICA's agency database including member profiles as well as Industry Best Practices when conducting a search. ICAs role is to provide counsel and best practices but is not involved in the actual agency selection.
MEMBERS: Free
NON-MEMBERS: Free
AVAILABLE ONLINE
Print version contact Jo-Ann McQuillan at
416-482-1396 x224
ICA's Guide to Canadian Codes, Guidelines, Laws and Practices
Spanning the alphabet from "a" to "u", this is a user-friendly guide to advertising laws, rules, codes, guidelines and policies that confront advertising agencies and their advertising clients when conducting their business of advertising and marketing communications in Canada and elsewhere.
MEMBERS: Free
NON-MEMBERS: Not available
AVAILABLE ONLINE
ICA Glossary of Media Terminology: Broadcast and Internet
The ICA Traffic Committee has developed this glossary of media terms to ensure a common understanding between agency, station and production companies.
MEMBERS: Free
NON-MEMBERS: Free
AVAILABLE ONLINE
The Users Guide is your key to the ICA it provides an alphabetized directory to services and initiatives of the ICA as well as providing staff profiles and best practice committee information. The Users Guide is regularly updated and will help to connect you with the right people at the ICA to get the help you need.
MEMBERS: Free
NON-MEMBERS: Not available
AVAILABLE ONLINE
AUSSI DISPONIBLE EN FRANÇAIS
Print version call Sandy Beglan at 416-482-1396
x229
Measuring and Leveraging Brand Equity
Brand Finance, in collaboration with the Institute of Communications and Advertising, created the 28-page report, authored by Jonathan Knowles, Managing Director of Brand Finance Canada and David Haigh, founder and chief executive of Brand Finance plc. The report was sponsored by Canadian Business and is the subject of a feature article in the November 22, 2004 issue of Canadian Business.
The report looks at:
The report includes data on the 25 most valuable brands in Canada, the 20 largest retail networks in Canada, and the top 25 advertisers in Canada over the past three years.
Brand Finance and the ICA have published this report in the belief that it will help to raise the profile and quality of the debate concerning the contribution of brands to business success. The methodologies outlined in the report provide a useful start to a process for companies and their marketers to better understand brand value and use it as a business tool and asset.
MEMBERS: Free
NON-MEMBERS: Free
AVAILABLE ONLINE
News and Views is ICAs quarterly newsletter for member agencies. It provides updates on the activities and initiatives undertaken by the ICA, as well as upcoming events, information about education offerings, awards, new publications, new members and much much more. Copies are mailed electronically to the appointed recipient in each member agency. We also archive copies in the members area of the website.
MEMBERS: Free
NON-MEMBERS: Not available
AVAILABLE ONLINE
Interest in Payment by Results (PBR) is increasing in Canada as a number of high profile clients have incorporated it into their agency agreements and many others, both clients and agencies, are considering adopting PBR.
"The ICA does not believe that PBR is suitable for all or even most agency-client relationships," said ICA President and CEO Rupert Brendon. "But for those who are considering incentive-based remuneration, the ICA's PBR Best Practice report is a practical guide that reflects a wealth of experience to help agencies and their clients to implement PBR effectively and efficiently."
The report, PBR2: Advertising Agency Remuneration Best Practices was prepared for the ICA by Canadian marketing communications consultants Adrian Sark and Dan Reynolds. The report, among other things, gives ad agencies and their clients insight into "practical real-world experience" with PBR, from Canada and abroad, and provides "best practices" road maps for its implementation.
Sark and Reynolds searched all published documents, they obtained practical input and guidance from a variety of international sources, including: agency managers, clients, associations, and other professional service providers, and PBR experts. The report was further reviewed, guided and endorsed by Jonathan Lace, AAAA, IPA, AMA (New York) and Nancy Salz as well as clients such as P&G (U.S.) and Labatt.
A management by objectives, pay-for-performance style of remuneration has long been standard for senior executives in industries around the world. Similarly, the ICA supports the "bonus" approach to PBR that recognizes the essential partnership between clients and the agencies and their need for goal congruence, mutual objective setting, and the "Win-Win" that is the foundation of Payment by Results.
For PBR to be successful requires open and trusting communication between client and agency. In light of this belief, the ICA is making this report available free of charge to agencies and clients through our web site.
MEMBERS: Free
NON-MEMBERS: Free
AVAILABLE ONLINE
Print version call Jo-Ann McQuillan at
416-482-1396 x224
So You Want to be in an Advertising Agency?
Originally produced in 1995, this classic ICA publication is back due to popular demand. If you want to know how an advertising agency works and who does what, this publication will give an honest overview of the realities of agency life. Ideal for students considering a career in advertising. See also www.mybigfuture.ca.
MEMBERS: Free
NON-MEMBERS: Free
AVAILABLE ONLINE
ICA PUBLICATIONS Frequently asked Questions (FAQs)