Who we are
legitima was founded by Gilles Marchand, former Director General of SSR – the Swiss Broadcasting Corporation.
A recognized expert in complex environments, he led major public and cultural institutions for over two decades amidst intense political, societal, and economic pressures.
His experience led to a key insight: an organization’s survival and ability to transform is not based solely on governance or performance — but on its capacity to face paradoxes and maintain coherent legitimacy.
legitima brings together a network of senior experts, scholars, and practitioners to craft durable, nuanced responses to legitimacy challenges.
We work directly with leaders. In confidence. Over time. And with discretion.
Gilles Marchand
2025, Director, Media Philanthropy Initiative University of Geneva
2025, Founder, legitima, legitimacy consulting firm
2025, President, International Alpine Film Festival of Les Diablerets
2024, Board Member, Locarno International Film Festival
2017–2024, CEO, SRG SSR, Swiss public broadcasting service
17 radio stations, 7 TV channels (French, German, Italian, Romansh), CHF 1.5 billion budget, 6,000 FTE
2001–2017, Director, RTS, French-speaking Swiss public broadcasting service
4 radio stations, 2 TV channels (French), CHF 350 million budget, 2,000 FTE
2016–2024, Executive Board Member, EBU (European Broadcasting Union) – Eurovision
2013–2017, Member, Swiss Federal Media Commission
2005–2025, Board Member, TV5Monde
An experienced media executive, Gilles Marchand advises institutions and leaders on strategy, positioning, and legitimacy in complex environments.