PRCA deliberates sectoral merger to single service

A decision on whether to merge the PRCA and its advertising and marketing sector counterparts into a single uber-marketing services body will be made within the next two months.

The PRCA, Marketing Communications Consultants Association and Institute of Practitioners in Advertising are holding a series of discussions aimed at helping the disciplines to work better together.

PRCA director of communications Martin Cairns confirmed that a yet-to-be-appointed independent body will publish a report detailing the outcome of the discussions in October.

He also confirmed that one of the options being discussed is the creation of a single body to represent the entire communications industry.

But he stressed that the idea was 'one of many options' being discussed as part of the feasibility study, which is called the Big Tent.

The Direct Marketing Agency has announced it was pulling out of the talks, rejecting proposals for an umbrella communications trade body.

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