Toronto-based MacLaren McCann has rejoined the Institute of Communication Agencies, signalling to many that the ICA has succeeded its years-long makeover.
MacLaren was one of a handful of large Canadian agencies that let their ICA membership lapse six years ago when the industry organization was criticized by many as being too static. The common perception of the ‘old ICA’ was that it had become more social than professional and did little more than produce white papers.
“It was redundant for us as a big agency,” said Doug Turney, MacLaren president and CEO. “A lot of the things they provided we already did in-house. Since then, with Gillian [Graham] taking the helm, they’ve changed virtually everything, top to bottom.”
Graham’s appointment as ICA CEO in 2007 is now seen by the industry as the tipping point in the ICA’s rebirth as a more active and educational organization. Since then it has launched several annual events such as Future Flash and Advertising Week, renewed its educational credentials with a master’s program and made its board more active within the industry.
“More importantly, it’s now the voice for the industry in negotiations,” such as those with Canada’s actors’ union ACTRA, Turney said. “ I think we, as one of the bigger agencies in the country, needed to be there.”
Publicis, another large agency that left the ICA last decade, has also returned in recent years. Andrew Bruce, its president and COO, now sits on the ICA board of governors.
Jim Kabrajee, president of Marshall Fenn Communications and chair of the ICA board of directors, called the ICA’s recent period of change “a bit of a trial.” Speaking to Marketing in Dec. 2009, he said “the confirmation came back [from the industry] that we were on the right track,” a sentiment vetted by MacLaren’s return.
Turney said he plans to get his agency involved in the ICA’s various educational programs, especially its masters program for senior professionals. “There’s a big hole out there for that sort of thing.”
