ACA launches new 3-year strategy, flags next phase of industry accreditation

Advertising Council Australia (ACA) has unveiled a new three-year strategy aimed at highlighting the vital link between creativity and effectiveness, while sharpening the industry’s focus on long-term sustainability and diversity and inclusion.

Unveiled by ACA Chair Michael Rebelo (pictured above) to a packed crowd at The Growth Agenda Live in Sydney last week, the renewed direction introduces integrated strategic pillars and “growth platforms” — major initiatives designed to broaden the industry body’s influence across events, education, awards, and accreditation, which are set to roll out over the next three years.

“This is about keeping ACA ahead of the curve while continuing to deliver real value to our members, through knowledge, education and recognition,” said Rebelo.

“We’re doubling down on our core purpose: elevating creativity, raising professional standards and future-proofing the industry. It’s about Australian advertising operating at the highest level and ensuring the great work our members do drives genuine commercial impact.”

ACA’s 2025-2028 strategic pillars:

Thriving People & Culture: Building safe, inclusive and rewarding workplaces through strong standards, professional development and career pathways — with a new focus on uncovering and celebrating emerging talent.
Elevate Creative Impact: Expanding the definition of creativity and its value in driving growth and cultural relevance through ACA’s flagship programs including AWARD, the Effies and The Growth Agenda.
Build Sustainable Advantage: Future-proofing the industry through accreditation, sustainable business practices and smarter models of value creation.

The strategy also marks a new phase in ACA’s accreditation push, the cornerstone of its professional standards agenda.

In 2024, 68 member agencies achieved accreditation, representing 72% of ACA’s member base. Renewal applications for 2025/26 opened this month, with 66% of members already on board.

In May, ACA launched its first two A+ Endorsements – Create Space and Environment & Sustainability, recognising agencies leading the way in diversity, equity and inclusion, and environmental responsibility.

“We’re making accreditation a true mark of trust and integrity for clients, consultants and the industry,” said Rebelo. “It’s about raising standards practically and inclusively without red tape, and bringing every agency along.

“A+ takes this further. It shows agencies aren’t just meeting expectations, they’re setting them, and will be recognised for it.”

A call to the industry

ACA’s A+ Endorsements are designed to set clear industry benchmarks in areas like sustainability and DE&I, with more to come in 2026 and beyond.

“We now have proof that accreditation works,” Rebelo concluded. “A+ is the challenge to the industry: if you’re serious about leading on sustainability, diversity and professional standards, now’s the time to step up.”

ACA members can apply for accreditation and learn more about A+ Endorsements on the Member Hub. For more information, email: accreditation@adcouncil.org.au.

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