Delegates Meeting 2026 in Bordeaux
Key Discussions on AI, Skills and the Evolution of Commercial Agency
On 15 May 2026, IUCAB held its 73rd Annual Delegates Meeting in Bordeaux, France. Around 35 delegates from the national member associations came together to exchange views on the future of international sales and discuss key challenges facing the profession. The meeting was hosted by the French member association APAC, which provided an excellent setting for both formal discussions and informal networking.
The gathering once again highlighted the importance of strong international cooperation within the IUCAB network. In an increasingly complex and interconnected business environment, the role of commercial agents as facilitators of cross-border trade continues to grow. Delegates agreed that close collaboration between national associations remains essential to support members and to strengthen the position of commercial agents in global markets.
A central focus of the meeting was the ongoing transformation of the profession through digitalisation. Discussions addressed the increasing relevance of visibility, digital tools and the use of artificial intelligence in day-to-day business. It became clear that commercial agents are adapting rapidly to these developments, integrating new technologies while maintaining their core strengths as trusted intermediaries between principals and customers. At the same time, participants confirmed a growing demand for qualified sales partners in international B2B business, underlining the continued relevance of the profession.
Education and skills development were also key topics. Delegates received updates on the European projects LUCA and ERCULES, which play an important role in enhancing competencies in the sector. The LUCA project, focusing on digital skills and certification, recently launched its e-learning platform, while ERCULES aims to establish Centres of Vocational Excellence to modernise sales education and promote upskilling and reskilling across Europe. These initiatives reflect IUCAB’s commitment to preparing commercial agents for future challenges and opportunities.
Further discussions focused on the ongoing development of IUCAB’s communication activities and platforms. The expansion of the international B2B platform, including the recently launched Americas platform, as well as continued efforts in online communication and visibility, are creating additional opportunities for members to connect and grow their business internationally.
The Delegates Meeting also included the election and confirmation of the IUCAB leadership. Olivier Mazoyer was unanimously re-elected as President, while Eva Pakkanen and Carlo Tabellini were elected as Vice-Presidents. Christian Rebernig was confirmed as Secretary General. These appointments ensure continuity and stability in guiding the organisation in the coming years.
In addition to the formal agenda, the meeting offered valuable opportunities for exchange among participants. Discussions covered a wide range of topics, including further development of the IUCAB B2B platform, strengthening communication within the network, and addressing legal and economic developments affecting international trade. This year, a new item was introduced to the agenda: the Members’ Report. In this context, Matthew Tickle provided an update on the economic situation in the UK and Ireland, with a particular focus on cross-border cooperation between European agents and UK principals in the post-Brexit environment. He also highlighted the UK government’s decision in 2025 to retain the Commercial Agents Regulations 1993 without amendment, providing continued legal certainty for agency relationships.
A keynote speech from Prof. Jean-Marie Cardebat (University of Bordeaux) highlighted the increasing fragmentation of the global economy, driven by geopolitical tensions, protectionism and supply chain disruptions. He emphasised that businesses must adapt by shifting from a pure focus on performance towards greater resilience in an increasingly uncertain and multipolar trade environment.
A highlight of the Bordeaux meeting was the Gala Dinner, during which the George Hayward Award 2026 was presented to Werner Poiger (Germany), founder of PBS Sales and member of the IUCAB member association CDH. The award recognises his outstanding entrepreneurial achievements and strong international engagement as a commercial agent. In addition, IUCAB presented the Special Recognition Award “Honorary for Commercial Excellence 2026” to Leonardo Mattetti, Mattetti Rappresentanze (Italy), member of the IUCAB member association USARCI, honouring his long-standing professional excellence and contribution to the profession.
The meeting concluded with a forward-looking perspective, as delegates accepted the invitation to the next Annual Delegates Meeting, which will take place from 6 to 8 May 2027 in London.
IUCAB would like to thank APAC for the excellent organisation and all participants for their active contributions. The discussions in Bordeaux once again demonstrated the strength of the IUCAB network and its role in advancing the commercial agency profession worldwide.
