English ICA recruit agency to help change image

The Institute, which has been criticised in the past for its distant approach to the profession, has decided to get a new image to take it into the 21st century.

Creative types after months of fees and consideration have come up with the apt catch phrase ‘create some distance’, full council heard after the election of new president Graham Ward.

‘It creates a distance with our competitors and shows others we are the premier qualification’, full council heard.

New deputy president Michael Groom said: ‘We must look at how communicate if we are going to function at our best.’

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