Le Fevre quits the PRCA over agency size issue

The PRCA has lost Oxford-based agency Le Fevre, which has decided to resign from the association. Le Fevre is the first consultancy to resign from the PRCA since the new management standards were announced in January.

The PRCA has lost Oxford-based agency Le Fevre, which has decided

to resign from the association. Le Fevre is the first consultancy to

resign from the PRCA since the new management standards were announced

in January.



Agency managing director Angie Moxham said that the PRCA did not reflect

the needs of medium and small sized agencies.



’The PRCA seems to do a good job as an institution representing large PR

companies who are institutions themselves,’ Moxham said. ’How can it

represent the true differences between agencies, which are often obvious

at the small and medium level?’



Moxham cited the fact that clients can expect to be in regular contact

with her, as a difference between her agency and large players like

Burson-Marsteller, where agency heads are not so readily available to

clients.



’A lot of clients have either never heard of the PRCA or have no idea

what it stands for. They are convinced that we have high standards and

it’s irrelevant that we are in an industry body,’ she added.



PRCA chair Jackie Elliot said she was surprised and disappointed at Le

Fevre’s decision, but wished them well. ’I’m particularly surprised

because over 30 consultancies have joined since January 1997,’ she

said.



The managing director of another PRCA consultancy, who did not wish to

be named, expressed concern at the value for money the association

offers and added: ’The PRCA has failed to have any impact with clients

and this could be the tip of the iceberg.’



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