ICA hits fast-forward on Advertising Week rebranding

August 17, 2012  |  Chris Powell  |  Comments

The Institute of Communication Agencies (ICA) today unveiled a new brand identity for the former Advertising Week, reflecting the continued evolution of its flagship event.

Next year’s Advertising Week, runs from Jan. 28 to Feb. 1, will be known as “FFWD: Advertising & Marketing Week 2013.” The rebrand coincides with the event’s fifth anniversary,.

The rebrand was led by Publicis Canada’s chief operating officer and president Andrew Bruce, incoming chair of the ICA’s board of directors.

Publicis created a new logo consisting of the “word” FFWD, with the “D” presented as two interlocked directional arrows that resemble a fast-forward button. The words “Advertising & Marketing Week” appear beneath.

The name Advertising Week was no longer an accurate reflection of the scope of the event, said Bruce. “Our content has broad relevance well beyond our industry, and we wanted to capture that sense of energy and urgency that comes from being inspired by all that’s happening within the ever-expanding world of marketing and communications.”

Added ICA CEO Gillian Graham: “Our industry is at the cutting edge of culture, and we wanted to broaden the brand identity to reflect that fact.”

Graham said that Advertising Week has “tremendous vitality” heading into its fifth year. She projects it will attract 7,000 people over the course of its five-day program. “I think it’s much-awaited by the industry,” she said.

The ICA will also introduce new content to FFWD for 2013, and plans to expand its webcasting capability after using it on a limited basis in recent years. “We think we can get our messaging and our content out to a much broader audience,” said Graham.

FFWD is also expected to announce its keynote speaker and other presenters in the coming weeks.

ICA welcomes eight new member agencies

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