Roland Ehrler: "Success spurs us on"
Roland Ehrler will step down as director of the SWA at the end of 2026. In an interview with m&k, he reflects on his years with the association and explains why the SWA Annual Meeting is now called SUMMIT.
m&k The SWA Summit: A new name, a new president, where is the SWA heading?
Roland Ehrler It is indeed fitting that we are giving the previous annual meeting a new name, "SWA SUMMIT". This is now that we have had a new president in Jan De Schepper for a year. However, this does not mean that everything will be different now! Rather, the new name fits the content and audience of our event even better. After all, the event has long been regarded as the "top meeting in the Swiss advertising market". The fundamental orientation of the SWA is therefore not changing at present.
The claim is "The New ROI". The "I" does not stand for investment, but for impact. Could you explain that, please?
Well, what we mean by the new ROI and return on impact will then be presented by our speakers on stage at the SWA SUMMIT. Our aim was to discuss how advertising can generate sufficient attention and impact in the target group in today's world. So first ROI with impact and only at the very end ROI with investment. In the second part of the SUMMIT, we will also ensure a lasting impact at the stand-up dinner, so that advertising clients, agency and media representatives can once again engage in extensive discussions.
Who has been invited as a speaker this year and why?
We always invite our speakers independently and only committed to the topic. With Mike Follett from Lumen Research, we first have a leading expert on attention research on stage. Then Prof. Dr. Sven Reinecke will give us a scientific perspective on ROI. And last but not least, Dennis Lück, a creative personality, will offer a completely different perspective.
Why is the SWA relevant for the industry and why is it becoming increasingly important?
As mentioned, it was the representation of the interests of advertising clients that prompted the founding of our association in 1950. This has not changed to this day. The SWA can act on behalf of its members at national level and at the same time meet the challenges of the market in an international association with the umbrella organization WFA (World Federations of Advertisers). After all, more and more advertising money is flowing to the international platforms, which is why such an association of national and international federations is becoming even more important! At the same time, we in Switzerland have strongly adapted the SWA to the needs of its members over the last 25 years and now offer many services, added value, further training and an exchange of ideas among members. This has been well received by marketers in companies, as the rising membership figures in recent years show. This success spurs us on to become even better and more relevant in the future.
You will be stepping down as Director of the SWA at the end of 2026. Do you already have plans for the time after that?
This year, I started the 14th year of the association with a crying and a laughing eye. Now that it is clear that 2026 is my "farewell year", I always get a little emotional at the thought. Especially when I think about no longer working for the SWA and the many beloved members. At the same time, I am looking forward to my planned pre-retirement and the few mandates that I will still hold for the SWA until 2028. I can't yet say exactly what I plan to do with my free time, it's still far too far away! It will certainly include a few vacation trips and other things I've had to do without in recent years.
Is there any news about your successor yet?
With the communication about the changes in the SWA, we placed a job advertisement last November and numerous people applied to our President for this association function. I can now say that the recruitment process was successful and we have found a person. We will communicate everything else in due course. At the same time, I will still be working for our members and partners until the end of the year. With this in mind, I look forward to many encounters.
SWA Summit
On March 19, advertising clients, agency and media representatives will meet at the SWA Summit at Stage One in Zurich.
More info at
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