Institute of Communication Agencies has broadened its membership base with the addition of Weber Shandwick Canada – the first public relations agency to join the associations growing roster.
“Our mandate is to work with companies that are dealing in commercial creativity, so that means anything and anyone who works in that area,” ICA president Jani Yates told Marketing. “We used to have just [creative] agencies, but we have a broader mandate now.”
According to a release, the ICA has seen a 10% spike in membership over the last year. Yates hopes the addition of Weber Shandwick paves the way for other PR agencies to join the association.
“Our clients operate in a new world of opportunity that we call the engagement era and our service to them goes well beyond how public relations agencies have traditionally approached communications to embrace brand planning, content creation and paid media,” said Greg Power, president, Weber Shandwick Canada, in a release. “The ICA understands that evolution and how our business model has changed.”
