The Institute of Canadian Advertising has rebranded itself as the Institute of Communications & Advertising.

Rupert Brendon, president and CEO of ICA, says ‘communications’ and ‘marketing communications’ are terms more widely used to describe what business agencies are really in today. He says the association representing agencies should also reflect the shift in where shops are deriving their revenues and the move from media-based to media-neutral work for their clients.

ICA was founded in 1905. It has more than 90 agency members representing over 85% of the Canadian industry.