IGMA and BSW flirt

The Interessen-Gemeinschaft Media-Agenturen (IGMA) and the industry association Schweizer Werbe- und Kommunikationsagenturen (BSW) want to move closer together, BSW President Hanspeter Detsch announced at Wemf's Media Research Day on Tuesday. In his presentation, Detsch addressed the lack of communication between creative and media agencies in their support of joint clients. He called for joint efforts by all market partners to bridge the gaps between the seemingly incompatible worlds. Detsch promised details on how BSW and IGMA intend to tackle this task next week. The IGMA was founded in 1988. It currently has nine members. However, two of them have announced their merger: dkg Medienberatung will be integrated into The Generation Media (formerly Robert C. Baier AG) from the beginning of 2003. The BSW was originally founded as an association of traditional advertising agencies, but since 1999 has also accepted companies from other communication sectors. Today, five media agencies are members of the BSW, and the agencies Mediaedge:CIA and MediaCom are represented in both associations. (dse)