80 agencies relaunch themselves
Industry Policy: An English name is intended to revitalize the BSW.
Industry policy An English name is to revitalize the BSW. Since 2001, the abbreviation BSW has stood for "Branchenverband Schweizer Werbe- und Kommunikationsagenturen". From spring 2005, this tongue twister will be a thing of the past: the association will change its name to leading swiss agencies bsw. The Extraordinary General Meeting on November 16 approved the Board's proposal, and according to BSW President Peter Leutenegger, the change went through without much discussion. With the name change, the BSW wants to give itself new impetus in order to better position itself on the market and become a strong brand again. Previously, the association had determined in an assessment that it was not perceived uniformly and had some image deficits. It is seen as large and sluggish, as
antitrust and as the "guardian of the 17,65%" (agency fee).
In addition to the name, a new logo and image will also contribute to the association's image change. The exact procedure for this redesign will be determined at an upcoming Board meeting.
Incidentally, the idea of changing the name is not entirely new. In spring 2003, there was already a project to merge the BSW with the Association of Public Relations Agencies in Switzerland (BPRA), which ran under the working title "Swiss Leading Agencies". However, the project was rejected by the majority of BPRA members.
The relaunch was not the only item on the agenda at the Annual General Meeting. The BSW members also decided to support the campaign against advertising bans with a substantial financial contribution. Each agency will transfer a fixed amount for this purpose. According to Peter Leutenegger, it will be between 500 and 1000 francs, depending on the size of the agency.
Stefano Monachesi
antitrust and as the "guardian of the 17,65%" (agency fee).
In addition to the name, a new logo and image will also contribute to the association's image change. The exact procedure for this redesign will be determined at an upcoming Board meeting.
Incidentally, the idea of changing the name is not entirely new. In spring 2003, there was already a project to merge the BSW with the Association of Public Relations Agencies in Switzerland (BPRA), which ran under the working title "Swiss Leading Agencies". However, the project was rejected by the majority of BPRA members.
The relaunch was not the only item on the agenda at the Annual General Meeting. The BSW members also decided to support the campaign against advertising bans with a substantial financial contribution. Each agency will transfer a fixed amount for this purpose. According to Peter Leutenegger, it will be between 500 and 1000 francs, depending on the size of the agency.
Stefano Monachesi
