The Association of Canadian Advertisers is THE VOICE of the advertiser. Since 1914, we've delivered the tools to create more
cost-effective advertising and the lobbying clout necessary to maintain your right to commercial free speech.
As a member of ACA, you benefit in three essential ways:
- You can access proprietary resources that complement and add value to your business operation such as the Agency Remuneration Survey. Updated survey results will be published in 2007.
- You can take advantage of business conditions favourable to cost-effective advertising.
- You operate in an environment of commercial free speech, championed by the ACA.
Given the current business environment and the challenge to maximize return-on-investment, we are proud of the
accomplishments we have realized on behalf of our members.
These initiatives can be categorized under three key areas: access to proprietary resources; cost-effective
advertising; and freedom to advertise.
Proprietary resources
- Publications and surveys specially-commissioned by the ACA:
- How Advertisers in Canada Remunerate their Marketing Communications Agencies - 2007
- Advertising and Marketing Law in Canada - 2006
- The Client Brief - A best practices guide to briefing communications agencies - 2006
- Maximizing the Value of the Media Agency Partnership – A Guidebook for Advertisers - 2006
- Advertising to Children in Canada - Revised in 2006
- Measuring Marketing Communications Returns – ROI or Dashboard? - 2005
- ACTRA Agreement - 2004 - 2007
- Advertising Services Agreement - 2004
- One-on-one consultations with ACA focus on your needs in areas such as agency searches and remuneration practices.
- Member workshops and seminars conducted in confidence at your offices, address topical advertising and marketing subjects.
- News releases alert you to key industry developments.
Cost-effective advertising
ACA is your voice in ensuring a favourable business climate that enhances your
ability to advertise cost-effectively. For example, we:
- Negotiated the talent agreements with Union des Artistes (UdA) and the Alliance of Canadian Cinema, Television and Radio Artists (ACTRA).
Benefits are two-fold: You don't have to enter into negotiations with each contract you sign, and terms favourable to advertisers are set for
an extended period.
- Raised the issue - before the CRTC, the press and the industry at large - that the alarming increase in TV advertising clutter dilutes
the effectiveness of the medium.
- Took the lead in orchestrating industry discussion concerning media accountability, most notably in national TV audience measurement.
- Our Broadcast, New Media and Print & Out-of-Home committees alerted the ACA Board and the general membership to a number of issues that
had an impact on advertising. These committees welcome your participation and often spearhead actions necessary to address problems or
improve the business climate.
- Represented advertiser interests in broadcast and out-of-home advertising in Quebec, bringing about a welcome lessening of restrictions
on credit disclaimers.
Freedom to advertise
Our advocacy work before government and industry bodies protects your right to
commercial free speech. For example, we:
- Lobbied against Bill C-55, federal legislation proposing to ban Canadian advertisers from placing ads in foreign-based magazines
directed at the Canadian market. Our actions contributed significantly to sweeping and much-needed amendments.
- Championed before the CRTC the concept of self-regulation in Internet practices.
- Raised with CRTC our need to gain access to Canadian audiences currently lost to the U.S. specialty-channel market.
- Worked closely with industry groups to ensure advertiser input during
deliberations for developing standards of practice for New Media.
Thanks to ACA's advocacy work, you enjoy a business and regulatory climate conducive to cost-effective advertising. And through our
proprietary resources and educational programs, you extend your knowledge and share ideas with advertising associates.
If you are interested in more information concerning membership, please call:
Susan Charles, Vice President, Member Services at (416) 964-3805
Email:
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