In an increasingly complex and convergent world of communication, disciplines are increasingly merging. As a result, agencies and associations with different core competencies are moving closer together. The two leading associations of Swiss communications agencies, LSA (Leading Swiss Agencies) and the BPRA (Bund der Public Relations Agencies), want to face these challenges together and work to proactively prepare for the future.

With the merger, the BPRA members will merge into the LSA. The LSA will be led by Managing Director of OMD Switzerland, Beat Krebs. The LSA will unite the leading communication agencies in Switzerland with a wide variety of disciplines. This will help gain more visibility and relevance in the communications industry, as well as in politics and administration.

For the newly elected LSA President, Beat Krebs, who succeeds Michael Hählen, this is a positive development: “The merger allows us to represent the interests of the agency industry even better in the future. We would like to develop the association together, with the aim of developing a high-quality label for communication agencies. This will help establish a market-relevant industry standard for quality in communication agencies. We can build on the experience of the BPRA with the CMS certification.” Another aim of the merger is to strengthen the presence in French-speaking Switzerland. The establishment of a “secrétariat romand” should lead to an increase in member agencies from western Switzerland. The LSA will also expand its international network: The previous representation of the BPRA in the International Communications Consultancy Organization ICCO will continue.

Andreas Hugi, BPRA President and new Vice President of the LSA, is convinced: “The merger of BPRA and LSA will generate added value for members and customers. The close cooperation between the two associations during the coronavirus crisis has already shown that we can support our members together, and that we are ready for a common future.”