The key message of the business development program: "When choosing your next agency . . . think Canadian."
"Advertising created and produced by Canadians is top quality and of great value," said Rupert Brendon, president of ICA. "Canadian agencies have proven in the past that they are capable of handling major U.S. and international clients. The . . . program will establish ICA as a conduit for U.S. clients to access these agencies."
To demonstrate Canadian capabilities, ICA-in conjunction with 31 Canadian agencies and the Department of Foreign Affairs & International Trade-has developed a 124-page information booklet and a video collection of TV commercials.
"The program includes direct mail with personal visits to 35 [agency] search consultants in the U.S.," said John Harding, ICA exec VP.
Three direct-response magazine ads created jointly by Harrod & Mirlin, Toronto, and Saatchi & Saatchi Canada, Toronto, will be used. Information also is available on a special ICA Web site (www.ica-ad.com). Public relations is being handled by Spectrum Public Relations, Toronto.
The ad from Saatchi & Saatchi reads, "If you'd like to know how fantastic our agency is, just ask a fellow American. Like our president." The copy points to Dick Olsen, who left Cliff Freeman & Partners, New York, to head up Saatchi &