Against the backdrop of a new Ontario Government, a federal election on the horizon and concerns over tariffs rising, the ICA on Wednesday urged the sector to “Tell Them!” (our politicians) of the importance of this group to economies across the country.

The ICA has unveiled an advocacy agenda aimed at influencing policymakers at both federal and provincial levels, ensuring Canada’s agencies are prioritized by governments as they seek to diversify trade and stimulate economic growth.

In Ontario, the ICA is advocating for the extension of Film and TV tax credits to include advertising, marketing, media, PR and agency production services. This change would create a more equitable environment with other creative businesses that currently benefit from similar incentives, the ICA says.

“As Ontarians prepare to cast their votes on February 27, they will be choosing a government to guide us through an unprecedented period,” ICA chair Beverley Hammond says. “It is essential to remind them of the vital role agencies play and to advocate for the recognition we deserve to grow our sector and expand the economy.”

Hammond adds, “only with our industry included, will the Province meet its stated goal of a 50% growth in the creative industries.”

Scott Knox, president and CEO of the ICA, says the association is also championing the inclusion of agencies in trade delegations, “acknowledging them as a crucial export sector in line with our ‘Brands Need More Canada’ initiative; and pushing for training and technology support to help agency businesses and talent succeed in today’s rapidly changing media and marketing landscape.”

In 2023, the Canadian marketing industry’s operating revenue rose 7.8%, reaching a $14.4 billion. The ICA says the thriving sector boasts more than 8,600 businesses and has experienced an average annual growth rate of 4% from 2020 to 2025. The ICA also points out that the this industry has successfully weathered the challenges over the past two decades, including the Great Recession, periods of instability, the pandemic and soaring inflation that have all impacted consumer behavior.

Additionally, Canadian agencies generate more than $6 in GDP for every dollar invested in marketing, the ICA says, adding that in Ontario alone, heritage, sport, tourism and culture generate $75 billion annually – more than the GDP of Manitoba and larger than mining, forestry and agriculture combined.

“We represent a powerful collective of businesses,” Hammond says. “Even in times when other sectors face challenges, we flourish. Beyond generating jobs and attracting investments, we instill a sense of pride and identity among Canadians. In an era marked by uncertainty, nurturing our cultural fabric is more crucial than ever. The agency sector is critical yet has remained largely silent until now. Consequently, we’ve been ignored by governments, while similar businesses in the creative economy have enjoyed tax incentives and other vital support. The ICA is leading the charge to change this.”

To bolster this agenda, the ICA has established a Government Relations Committee and partnered with a Public Affairs firm. Alongside meetings with various ministers, the group has been invited to submit a pre-budget proposal in Ontario and is actively consulting with the federal Department of Innovation, Science and Economic Development (ISED) on the implications of AI.