At ACTRA, we’re proud to collaborate with advertisers and brands that recognize the strength and value ACTRA performers bring to every project. Great Ads Cast ACTRA — and that means working with skilled, professional artists who bring your creative vision to life.
We thank our partners across the advertising industry — the Association of Canadian Advertisers (ACA), agencies, and brands — who prioritize quality, professionalism, and respect.
Saatchi & Saatchi Canada Resumes Union Commercial Casting
Effective June 16, 2025, Saatchi & Saatchi Canada has resumed casting union commercials exclusively with ACTRA performers.
The company has signed a Letter of Continuance, officially returning to work under the terms of the 2025–2026 National Commercial Agreement.
Welcome back Rogers and Canadian Tire!
BBDO Canada joined the growing list of companies working exclusively with ACTRA performers for all their commercial projects as of March 28, 2025.
This followed Publicis Toronto’s signing of a Letter of Continuance in October 2024, which marked the return of ACTRA performers to their commercials and led to a significant increase in member earnings.
We are pleased to welcome back well-known brands including McDonald’s, OLG, Rogers and Canadian Tire. These positive steps highlight the growing recognition of the exceptional talent represented by ACTRA performers and reflect the evolving commitment from the brands they represent.
Shaping the Future of Commercial Advertising
The lockout of ACTRA performers by the Institute of Canadian Agencies (ICA), initiated in April 2022, has caused hardship for many members. The ICA’s attempt to undermine our collective agreement and reduce protections built over decades is a direct attack on performers’ rights.
We have not and will not back down. ACTRA performers deserve respect, fair wages, and pension contributions. We will continue to defend these rights and ensure that only agencies adhering to the National Commercial Agreement (NCA) are permitted to hire ACTRA performers.
Commitment to National and International Union Solidarity
ACTRA values the solidarity we’ve received, especially during the ICA’s ongoing commercial lockout of ACTRA performers. We are deeply grateful for the unwavering support from the Canadian Labour Congress (CLC), the International Federation of Actors (FIA) and our many union siblings within Canada and around the world.
Solidarity is the cornerstone of the labour movement, and ACTRA is proud of our long-standing relationship with SAG-AFTRA. As we continue to face challenges from the ongoing ICA lockout, we are grateful for the steadfast support of our union siblings across North America.
In January, SAG-AFTRA took a powerful stand by directing members working on Canadian commercials to refuse non-union work, ensuring casts are covered under a union contract. This action reinforces our shared commitment to protecting union jobs and performers’ rights on both sides of the border.
Underscoring this unity, ACTRA National Executive Director and Chief Negotiator Marie Kelly joined SAG-AFTRA National Executive Director and Chief Negotiator Duncan Crabtree-Ireland for the first-ever joint Instagram broadcast between our unions. Together, we continue to fight for fairness, respect, and strong union protections across the industry.
Casting ACTRA Performers in Your Commercials is EASY as 1-2-3!
ACTRA performers are the key to creating outstanding commercials that truly connect with your audience. Working with ACTRA is simple and straightforward:
Become a Signatory to the NCA
Cast Your Production
Produce Your Commercial
Become a Signatory to the NCA
To engage ACTRA performers for your commercial campaign, your ad agency or brand needs to become a signatory to the National Commercial Agreement. Simply complete and return a Letter of Continuance, along with an Intent to Produce, to your local ACTRA Branch office.
FAQs – Ratification Vote
Q: What gains did we achieve in this round of NCA bargaining?
A: If ratified, this agreement includes a 3% general wage increase across the board for all NCA rates.
We also secured a Letter of Understanding on Artificial Intelligence — a crucial step in addressing the rapid changes AI is bringing to the commercial industry.
Both ACTRA and the ACA (Association of Canadian Advertisers) recognize how urgent and important this topic is. We’ve committed to:
- Continued collaboration and open dialogue to protect performers as technology evolves.
- Forming a committee of mutually agreed participants, during the term of this Agreement, to share information, discuss developments, and address matters related to the use of AI in commercials including the parties mutual desire for the protection of human employment and creative opportunities.
- Meet within four months following the ratification of this Agreement to initiate these discussions and continue to meet quarterly throughout the term of the agreement
This is just the beginning—and we’ll continue to advocate for your rights every step of the way.
The ACA is one of the two employer associations we traditionally bargain with under the NCA. This agreement is only with the ACA. Even if ratified, this agreement only applies to ACA-member advertisers. ICA agencies remain in a lockout position and are not covered under this renewal unless they signed a Letter of Continuance.
Q. When does the current National Commercial Agreement expire?
A: ACTRA’s current commercial agreement is set to expire on May 31, 2025 — and upon ratification, this new agreement would extend to May 31, 2026.
Q: What is the status of the NCA in terms of the ICA’s locking-out agencies and brands?
A: The ICA’s lock-out of ACTRA performers continues. ACTRA remains committed to returning to the bargaining table with the Institute of Canadian Agencies (ICA) at any time.
ACTRA has been welcoming back advertisers and brands that recognize the power of Canadian talent.
BBDO Canada, one of Canada’s larger advertising agencies, is now working exclusively with ACTRA performers for their commercial projects. This followed Publicis Toronto’s signing of a Letter of Continuance in October 2024, which marked the return of ACTRA performers to their commercials and led to a significant increase in member earnings.
Well-known brands including M&M Food, McDonald’s, Walmart, and, more recently, Rogers and Canadian Tire have been welcomed back. These positive steps highlight the growing recognition of the exceptional talent represented by ACTRA performers and reflect the evolving commitment from the brands they represent.
Q: Does the renewal agreement also apply to the Local and Regional (L&R) Commercial Addendum?
A: Yes. The NCA and L&R Commercial Addendum are one collective agreement containing all of our workplace terms and conditions. The 3% increase applies to the rates and fees outlined in the L&R Commercial Addendum.
Q: How can I get involved and help my union?
A: Keep an eye on your inbox and visit actra.ca for the details on the ratification vote. Like and share social posts by @actranational and ACTRA branches in support of your bargaining teams and your union.
Q: Why is it important for me to vote?
It is important for members eligible to vote to stand up in solidarity for commercial performers by voting in favour of this agreement. If union busters are looking to eliminate unionized workers from commercial productions in Canada, attacks in our other work jurisdictions – including film and television production – may be next.
Q: How do I vote?
A: An E-mail with your unique access key (this is your unique secure hyperlink to access the online voting site) was emailed to eligible voters on MAY 13 from: invitations@mail.electionbuddy.com.
If you have not received an E-mail with your unique access key, please email ElectionBuddy’s help desk (actra@electionbuddy.com).
If you have questions about your eligibility, or any other questions, please email ACTRA’s help desk (referendum@actra.ca).
Voting takes just a few minutes – please make time to have your voice heard.
Q: When does voting close and when will I know the results?
A: Voting closes at 12:00 p.m. ET (9:00 a.m. PT / 10:00 a.m. MT / 11:00 a.m. CT / 1:00 p.m. AT / 1:30 p.m. NL) on May 27, 2025. We will announce whether the membership has voted in favour or against the renewal agreement shortly after the vote closes.
Q: Who will be counting the ballots?
A: ElectionBuddy Inc. will serve as the independent scrutineer, securely counting the ballots and reporting the ratification results. Your vote is confidential and handled with the highest integrity.
Q: Who is eligible to vote?
- All Full Active Members in good standing who have worked under the ACA-ACTRA agreements between June 1, 2022 to March 31, 2025.
- All Full Active Members who were not active Full Active Members during the qualification period and who may qualify under one of the other eligibility criteria.
- Apprentice Members who have 2 engagements in a residual category under the ACA-ACTRA agreements between June 1, 2022 to March 31, 2025.
- Apprentice Members in a background role who have worked the required number of days under the ACA-ACTRA agreements between June 1, 2022 to March 31, 2025
- Additional Background Performers who have worked the required number of days
- Permittees or other non-members who have 2 engagements in a residual category under the ACA-ACTRA agreements between June 1, 2022 to March 31, 2025.
- Permittees or other non-members who have worked the required number of days in a background role under the ACA-ACTRA agreements between June 1, 2022 to March 31, 2025.
Q: In relation to the ICA’s locking-out agencies and brands, where does the Ontario Labour Relations Board (OLRB) process sit?
A: On May 17, 2022, ACTRA filed an Unfair Labour Practice Complaint with the Ontario Labour Relations Board (OLRB) as a result of the bad faith bargaining of the ICA (Institute of Canadian Agencies) and its advertising agencies and have been involved in this lengthy process ever since. The first phase of litigation is completed related to the jurisdictional objections filed by the ICA which were:
- The OLRB does not have the jurisdiction to hear ACTRA’s Complaint
- The National Commercial Agreement (NCA) is not a collective agreement
- ACTRA performers working under the NCA are not employees under the Ontario Labour Relations Act.
After more than 41 days of litigation, the last day of hearing concluded on February 23, 2025. The matter is now in the hands of the Chair of the OLRB to issue a decision hopefully by no later than the end of summer 2025.
We thank the members who have been called to testify at the hearings or showing up as observers to lend their support to the cause.
Need Help?
If you have any questions or need assistance, don’t hesitate to contact the ACTRA Branch office closest to you. We’re here to help you create memorable, high-quality commercials with ACTRA performers.
Thank you for casting ACTRA performers!
