Secretarial Working Group Meets in Cologne: Exchange, Strategy and a Look Ahead to 2026
On 30 January 2026, the IUCAB Secretarial Working Group (SWG) gathered in the vibrant city of Cologne for its first meeting of the year. Due to several unavoidable absences, the meeting took on the character of a focused working session. Nevertheless, it provided an excellent opportunity for productive discussions and strategic alignment.
Participants included Olivier Mazoyer (IUCAB President), Matthew Tickle (SWG Chairman), Christian Rebernig (Secretary General), Tintti Ikonen (FFTAF, Finland) and Eckhard Doepfer (CDH, Germany). The group met at the premises of the HandelsVertreterVerband Köln Bonn Aachen – many thanks to our hosts for their warm welcome and support.
Current Developments and Activities
Chairman Matthew Tickle (The MAA, Great Britain & Ireland) opened the meeting and handed over to the Secretary General, who presented the latest developments affecting the commercial agent profession.
Particular attention was given to IUCAB’s growing communication efforts. Thanks to an improved SEO strategy and stronger outreach, our LinkedIn community has grown to 2,065 followers and our newsletter now reaches 1,086 subscribers. The new white paper on leveraging international sales networks was presented and will be published shortly. Further topics for future white papers were also agreed upon.
Future Meeting Structure and More Member Engagement
The group additionally discussed the format of future secretarial meetings. The results will be shared and finalised at the next meeting.
Strengthening member involvement was another key topic. In addition to improved information sharing – including relevant newsletters such as those from EuroCommerce – new opportunities for direct exchange between agents will be created. As a starting point, a moderated online session titled “How to Stay in Contact with Customers” will take place on 26 March at 4:00 pm. Invitations will be sent to Member Associations for further distribution. Legal webinars for members are also planned throughout the year.
Strategic Theme 2026: Artificial Intelligence for Commercial Agents
Looking ahead, the working group defined Artificial Intelligence (AI) for Agents as IUCAB’s strategic focus for 2026.
The aim is to explore how AI tools can support commercial agents in their daily work – from customer management and sales processes to market analysis and efficiency gains – helping agents stay competitive in an increasingly digital business environment.
Further initiatives and practical guidance on AI will follow throughout the year.
LUCA Project Successfully Completed
The two-year Erasmus project LUCA – “Leveling Up Commercial Agents’ Competencies” – which began in 2023 and was co-funded by the European Union, officially concluded in October 2025. The final report has now been positively evaluated by the National Erasmus Agency.
As a next step, the LUCA e-learning platform will be integrated into the IUCAB website and made available to commercial agents worldwide, enabling them to strengthen their digital skills and future-proof their businesses.
Save the Date: Annual Meeting 2026 in Bordeaux
The IUCAB Annual Meeting will take place from 14 – 16 May 2026 in Bordeaux, France, hosted by the French Association APAC. Invitations have already been sent to all Member Associations. The registration deadline is 15 March 2026.
George Hayward Award 2026
The prestigious George Hayward Award – now in its 17th edition – will once again recognise outstanding achievements in the commercial agency profession. Applications are open until 27 February, and the winner will be announced during the Annual Meeting in Bordeaux. We look forward to receiving nominations from our Member Associations.
Together, IUCAB and its Member Associations continue to strengthen the global commercial agents’ community and prepare the profession for a digital and AI-driven future.
