VISION
The Association of Canadian Advertisers is the first call for marketers seeking authoritative and dependable leadership, guidance and support in all matters related to marketing and marketing communications. We are an essential investment in the marketing success of our member organizations.

MISSION
The ACA, Canada’s only association exclusively representing client marketers, is dedicated to helping our members maximize the value of their investments in all forms of marketing communications. We do this by:

• Leading initiatives that enhance knowledge and understanding of practices that build brands, business and shareholder equity
• Safeguarding the right of marketers to commercial free speech, while informing them of their attendant responsibilities
• Providing forums for learning, networking and professional development that enrich expertise and capabilities in the management of marketing communications
• Being a resource that members depend on for proprietary services and customized solutions

VALUES

• Integrity
  We act at the highest levels of integrity, transparency and accountability.
• Leadership
  We take the lead in setting an agenda that promotes the positive interests of marketers.
• Partnership
  We seek a collaborative approach with industry stakeholders on matters of common interest.
• Responsibility
  We foster responsible marketing communications practices.

Definition of Advertising
The ACA has adopted a definition of advertising that is non-media biased and inclusive of all channels of communication. Advertising is defined as any message, communicated in any medium, the content of which is paid for and/or controlled by the advertiser, with the intent to influence choice, opinion or behaviour. The integrity of this definition is consistent with the definitions found in Canadian academic texts and industry codes.