From Alliance to Agency Network: The ASW Association Reinvents Itself
At their Extraordinary General Meeting on Friday, September 25, 2020, the members of the ASW approved a fundamental renewal of their association.
In addition to a name change, new member categories were introduced, a code of values adopted and a new certification process approved. The former Alliance of Swiss Advertising Agencies ASW is now called the ASW Agency Network. And although hardly a stone was left unturned, the voters stuck to the basic rule of "owner-managed communication agencies".
Network as a model for the future
The change of name from Alliance to Agency Network is intended to better reflect the actual purpose of the association: An association of different agencies that connect with each other, exchange ideas and thus benefit each other.
"We are convinced that the move from an alliance to an agency network is the right one and that member agencies will be able to benefit even more in future. Not only in the area of further training and legal issues as before, but especially in the exchange among each other," says President Ivan Zumbühl.
In future, the ASW agency network will have an interdisciplinary structure. The agency compartment will be opened up and the network will thus offer space for specialized agencies.
New member categories
The ASW agency network now recognizes two new member categories, namely lead agencies and focus agencies. While lead agencies have a proven command of all instruments in the communications universe, focus agencies concentrate on specific segments of this universe, or to put it more strikingly: lead agencies can write coherent scores for a variety of instruments, conduct the entire orchestra and inspire the audience, while focus agencies stand for individual groups of instruments, for example wind instruments, percussionists or strings.
The code of values as a fundamental commitment
Unique in the industry is the Code of valueswhich the members of the ASW agency network have adopted and which also applies to future members. This code of values forms the basis for subsequent certification.
Lead agencies are:
- Overall communication agencies
- Complete agencies
- Full-service agency
- Strategy and service agencies
- Consulting agencies for integrated communication
Focus agencies are specialized in:
- Digital Communications, Digital Marketing
- Corporate (identity, branding)
- Design (packaging, signaling, UX/UI)
- Content (publishing, campaigning)
- Live communications (events, interior design)
- Display (app, AR, VR, 3D)
- Dialog marketing
Certification fields:
New member categories
The ASW agency network now recognizes two new member categories, namely lead agencies and focus agencies. While lead agencies have a proven command of all instruments in the communications universe, focus agencies concentrate on specific segments of this universe, or to put it more strikingly: lead agencies can write coherent scores for a variety of instruments, conduct the entire orchestra and inspire the audience, while focus agencies stand for individual groups of instruments, for example wind instruments, percussionists or strings.
The code of values as a fundamental commitment
Unique in the industry is the Code of valueswhich the members of the ASW agency network have adopted and which also applies to future members. This code of values forms the basis for subsequent certification.
Certification instead of entrance exam
"Our clients want guidance and investment security," explained Ivan Zumbühl, President of the ASW agency network. "That's why we have retired the previous entrance exam. It has been replaced by a transparent certification process. It consists of 20 certification fields, all of which are publicly visible. This allows our members' clients to see that they can trust agencies whose qualifications are well above average."
However, this also means that membership for life is over; in future, recertification will be due every three years, Zumbühl added.
Advertising service contract became agency service contract
Rather incidentally, the industry standard was renamed Agency Service Agreement, revised in parts and made available at the new URL Agenturleistungsvertrag.ch.
Executive Board and office
The members have already elected the new Board of Directors at their Annual General Meeting on June 12, 2020 in Lenzburg and there will be no changes to the responsibilities at the head office.
