ACTRA and Cossette find common ground after a public call-out of the ad agency

TORONTO – Theunion representing Canada’s commercial actors has signed an agreement with Cossette Media that allows performersto work with the ad agency for the remainder of the year.

The agreement comes amid an ongoing labour dispute between the Alliance of Canadian Cinema, Television and Radio Artists (ACTRA) and Institute of Canadian Agencies (ICA), whose members include Cossette.

It also comes on the heels of an ACTRA campaign to shame brands that work with agencies represented by the ICA, and a call on the federal government to stop working with Cossette.

Cossette and ACTRA said in a statement they signed a “letter of continuance” for the remainder of 2023.

Both declined to comment further on the agreement, signed Thursday.

In the labour dispute, ACTRA has sought higher pay, protections and benefits for about 9,000 commercial actors it represents. The ICA said last month it has not barred ACTRA members from work.

In a statement Friday, ACTRA said they “look forward to working alongside other agencies to negotiate a fair and meaningful resolution for the industry as a whole,” and that it appreciates the long-standing relationship with Cossette Media.

This report by The Canadian Press was first published April 11, 2023.

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