Agency Associations Unite To Form Federation
The Institute Of Practitioners In Advertising (IPA) has come together with the Marketing Communication Consultants Association (MCCA) and the Public Relations Consultants Association (PRCA) to form a unified trade organisation to represent the communications industry.
The Communications Agency Federation (CAF) will comprise the presidents and chief executives of the three federations and will meet quarterly to allow its members to exchange views, co-ordinate their work and manage joint projects.
The Federation will be open to other associations representing agencies in the communications field and will have a rotating chairman. However, the organisation will not have its own staff, offices or funds.
The decision to establish the CAF follows the findings of a report commissioned by the IPA, the MCCA and the PRCA to review the trade association structure for communications agencies (see IPA Pursues Plans For Single Communications Trade Body). The report, conducted by Mark Boleat, concluded that that the present trade association structure was broadly right and was appropriate in the industry.
Commenting on the report, Mark Boleat, said: “Communications agencies have been well served by their trade associations, each of which enjoys strong member support. The associations work together on matters of common interest. While there is no strong case for the associations seeking to merge they do need to strengthen their relationship in order to best serve their increasingly overlapping memberships.”
He added: “An informal Federation is the best means of achieving this in the short term. At minimal cost it will provide a framework within which the associations can co-operate. There will be issues on which the Federation may wish to make joint representations or commission a project, but more generally the exchange of information will help each of the association become more effective.”
Last week the IPA nominated Stephen Woodford, chief executive of WCRS, to succeed Bruce Haines when he steps down as President of the IPA next April (see Woodford Set To Become New IPA President).
IPA: 020 7235 7020 www.ipa.co.uk
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