The RIBA could be set to rebrand its troubled Clients Adv isory Serv ice (CAS) in a bid to stem its continued 'failure' in the eyes of the clients who use it and institute members who pay for membership of the service.
The institute will next week debate the issue at its council session in a attempt to urgently address a failure it feels is caused by a conflict of requirements - marketing required by registered practices versus client requirements for an independent advice centre - and client perceptions of the RIBA as a professional body whose primary aim is to lobby for the interests of its members.
Practices felt the current name is a misnomer and unattractive while clients felt it should be 'jazzed up a bit' because of its low recognition rate.
Council will be asked to approve plans to separate the service into three: extending the web directory; developing a regionally-delivered service to domestic clients; and putting together a 'seamless offer' for corporate clients.
CAS is interviewing for a full-time head next month and will prepare an action plan with RIBA chief executive Robin Hastilow.