The Institute of Communication Agencies is reporting a big year with 10 new members joining since last summer, continuing a membership growth trend for the association.
The new members are a diverse crowd, including fast-growing full-service agencies like Sid Lee, startups like Giants & Gentlemen and veteran boutiques like Gaggi Media. Also included is Weber Shandwick, a global PR network and the ICA’s first PR-specific member.
Here’s the full list of new arrivals:
• Sid Lee (Toronto)
• Squareknot (Toronto)
• Gaggi Media (Toronto)
• Padulo Integrated (Toronto and Montreal)
• Precision Communications (Montreal)
• BrandHealth (Peterborough)
• Time + Space (Halifax)
• Giants & Gentlemen (Toronto)
• Q2 Integrated (Toronto)
• Weber Shandwick Canada (Toronto)
Some of the new members say the ICA is growing because of the new programs it put in place to increase its relevance to the industry both in terms of networking opportunities and thought leadership. The ICA has launched several new committees and events in the past year, such as a pitch performance workshop with Brent Hodgins of New York’s Mirren Group.
“They’ve changed their mandate to really deal with a broader range of agencies and a broader range of their needs,” said Lauri Gaggi, founder and CEO of Gaggi Media. “It used to be pretty focused on large agencies, and I didn’t have the same issues as global and international agencies did.” As the ICA has focused more on services for small- and medium-sized agencies, “I think they’re more relevant to Gaggi Media today.”
Sid Lee Toronto’s president Vito Piazza said his agency joined as a natural evolution of its move beyond Quebec, where it was already part of Quebec’s agency association, AAPQ. “It’s an opportunity for us to connect with what we think are some of the biggest and best minds in the industry,” he said.
Sid Lee recently joined the ICA’s Agency of the Future committee, which examines challenges the industry faces as technology and business practices evolve. “For us to be part of those conversations is pretty valuable,” Piazza said.
However, last year’s overhaul of the ICA website was perhaps the biggest enticement for new members. The new site, designed by Cundari, features member agencies prominently and includes an agency search database.
“For me, the biggest reason [for joining] was their new website,” Gaggi said.
Piazza said the new member-focused site helps clients and other agencies identify members’ specialties and find boutiques to suit their needs. “To have a destination where clients, at a moment’s notice, can get a pretty good perspective on who the different players are, what’s unique about each – that’s important,” he said. “This is an opportunity to create a window on who we are and how we think.”
The ICA has also worked to update its existing events and services, like the annual Future Flash conference. According to Gillian Graham, the organization’s CEO, 60% of this year’s Future Flash attendees said the conference exceeded their expectations.
“If in our seventh year we can exceed expectations for 60% of our CEOs, obviously we’re doing something right,” she said.
