Global Report Cards: Agencies take on world

PRWeek checks out the operational details of 20 of the leading players in the international PR market.

APCO WORLDWIDE

HQ: Washington DC

Grey Global

Total staff - 353

- Office locations around the world

US (6), Canada, Belgium, Germany (2), UK, Switzerland, Russia, France, Italy, China (3), Hong Kong, Vietnam (2), Indonesia, South Africa

- Global structure

The agency is managed by regional directors who report to the CEO. Accounts are often shared globally with one team leader overall and drawing upon resources in any office

- Biggest international accounts

Dow Corning - North America, Europe, Russia, Asia; Borealis - led from Brussels, supporting client operations in EMEA; Microsoft EMEA

- Global performance

International revenue has increased more than ten per cent on last year.

International staff numbers have not changed over the past year

- Best-performing regions

All regions experiencing growth. North America remains strongest region

- Future plans

APCO is considering entering eastern Europe as well as expansion into Asia, now it has 20 per cent of its workforce in four offices in Greater China

BRODEUR WORLDWIDE

HQ: Boston

Omnicom

Total staff - n/a

- Office locations around the world

Its global network has more than 70 offices in more than 50 countries across North America, EMEA, Asia Pacific and Latin America

- Global structure

Each country has an agency CEO and each region has a leader. Regional leaders form the agency's global leadership team, reporting to CEO Andy Coville. Each global client has one primary relationship manager

- Biggest international accounts

IBM - work across all regions; Avnet - work across 17 countries; WRQ - managed from London with support from Boston and Germany

- Global performance

Growth is gradual, but has returned. Most country operations are

reporting increases in revenue in 2004 and more clients than in 2003

- Best-performing regions

US, EMEA, Asia Pacific, Latin America

- Future plans

Further expansion in Europe and Asia, particularly China and India

BURSON-MARSTELLER HQ: NEW YORK

WPP Total staff - n/a

- Office locations around the world

46 wholly owned offices and 46 affiliate offices in 55 countries across North America, South America, Europe, Asia, Australia and Africa

- Global structure

A network of business managers report to regional CFOs, a worldwide CFO and controller, before reporting to worldwide CEO and president Chris Komisarjevsky and a 12-person executive board

- Biggest international accounts

- US Treasury, Bureau of Engraving and Printing and Federal Reserve System - North America, Latin America, Europe, Asia; AstraZeneca - US, Latin America, Sweden, Norway, Spain, UK and Turkey (affiliate), Japan; SAP - across 47 offices globally

- Global performance

Each region has shown growth in revenue and headcount has increased

- Best-performing regions

China, Japan, India, Spain, France, eastern Europe, Scandinavia, US

- Future plans

Organic growth

COHN & WOLFE

HQ: New York

WPP

Total staff - n/a

- Office locations around the world

US (3), UK, Italy, Germany (2), Switzerland, Spain, Canada (2 partly owned), with affiliates in Sweden, Belgium, France, Greece and UAE

- Global structure

The agency is financially structured by office location, with certain client relationships overlapping markets

- Biggest international accounts

GSK - account operated from US and UK wholly owned offices, Europe wholly owned and affiliate offices; Pfizer - US and Europe; AstraZeneca - US, UK wholly owned offices, Europe wholly owned and affiliate offices

- Global performance

The agency has seen a small but significant revenue increase across

offices worldwide with no client losses

- Best-performing regions

US

- Future plans

- To invest in senior talent in the US. Concentrate on organic growth in

Europe. Considering a Chicago location in the US

EDELMAN

HQ: New York/Chicago

Independent

Total staff - 1,691

- Office locations around the world

US (12), Canada (2), Latin America (3), Europe (12), Asia Pacific (10), with affiliates in Latin America, Europe and Asia Pacific

- Global structure

- Edelman combines local country and regional knowledge with specialists experienced in specific practices and disciplines around the globe. Network also includes four speciality firms - Blue (advertising), First&42nd (management consulting), StrategyOne (research) and BioScience Communications (medical education and publishing)

- Biggest international accounts

Microsoft - Asia Pacific, Canada, Europe, Latin America, US; Pfizer - supported by wholly owned offices in US, Canada, Europe, Asia Pacific; AstraZeneca - US, Canada, Europe, Asia Pacific, Latin America

- Global performance

International revenue increased by 0.1 per cent, and staffing levels

fell by one per cent

- Best-performing regions

Asia Pacific, UK (London), Spain, Holland, Canada, US

- Future plans

Looking closely at a number of markets in Asia Pacific, establish an

entertainment unit in the US and looking at public affairs and

healthcare in the EU

FLEISHMAN-HILLARD

HQ: St Louis, Missouri

Omnicom

Total staff - n/a

- Office locations around the world

China (3), Hong Kong, Malaysia, Philippines, Australia, Korea, Singapore, Japan, Mexico, the Netherlands, Belgium, Ireland, UK, Spain, Germany, France, Italy, US, Canada, South Africa

- Global structure

Each region has practice groups responsible for staff development. A network of client relationship managers exists to serve the needs of clients, regardless of geographic location or practice group specialisation

- Biggest international accounts

Abbott Laboratories - North America, Europe and Asia; Gatorade - North America, Europe and Asia Pacific; Procter and Gamble - North America, Europe and Asia

- Global performance

The agency's operations in Asia Pacific, Europe, Latin America and

Canada are all experiencing year-on-year growth

- Best-performing regions

All on track for growth, particularly Asia Pacific

- Future plans

Organic growth plus potential expansion into central and eastern Europe,

Latin America and Asia Pacific

GCI

HQ: NEW YORK

Grey Global Total staff - 550

- Office locations around the world

The agency has 47 wholly owned offices across North America, Latin America, Asia Pacific and Europe, with 17 affiliates in Australia, Japan, Korea, Argentina, Peru, Venezuela, Columbia, Singapore, Estonia, Israel, Latvia, Lithuania, Nigeria, Ireland, Switzerland and the UAE

- Global structure

For multinational clients, the agency allocates client relationship managers for each geographic region. These managers then collaborate with other managers on global business when necessary

- Biggest international accounts

Dell - North America, Europe, Latin America, Asia; Eli Lilly - North America, Europe; Bayer - North America, Europe

- Global performance

International staffing levels have increased by approximately ten per cent. Performance has been consistent with expectations, with new business wins over the last year

- Best-performing regions

North America and Europe

- Future plans

Would like to expand its offerings in Latin America and Asia. Plans to

invest in Tokyo, Beijing, Kuala Lumpur and India

GOLIN HARRIS

HQ: Chicago

IPG

Total staff - n/a

- Office locations around the world

The agency has 26 offices throughout Asia, Europe and the US. Affiliated offices in the Middle East, Asia Pacific, Latin America and eastern Europe.

Opening an office in Dubai this summer

- Global structure

Both geographically and by practice group. Many accounts are served by multiple offices and practices, with one key individual as the client relationship leader

- Biggest international accounts

Florida Department of Citrus - US, Canada, Japan, UK, France; Cotton Council International - UK, Germany, Hong Kong, with an affiliate in Korea; DHL - Singapore, Hong Kong, Taiwan, Japan, Weber Shandwick in Australia

- Global performance

There has been no meaningful change from last year. While SARS was a factor in Hong Kong and Taiwan, the offices have fully rebounded

- Best-performing regions

US and Asia

- Future plans

Investing in all regions and in district speciality practices, for

example employee communications and social marketing

HILL & KNOWLTON

HQ: New York

WPP Total staff - n/a

- Office locations around the world

EMEA, North America, Asia Pacific, Latin America, with affiliates in Colombia, Venezuela, Canada, Vietnam, Peru, Pakistan, India, Equador

- Global structure

Structured by region and by practice. Key client relationship managers implement client reviews and deliver client service across regions and practices

- Biggest international accounts

HP - US, Europe, Asia Pacific; NASSCOM - US, Europe, Asia Pacific; Johnson & Johnson - US, Europe, Asia Pacific

- Global performance

Revenues have increased over the past year, with the agency seeing more intra-regional growth than transatlantic growth. Most interest from companies based in Asia and Europe with interests in investing in the UK

- Best-performing regions

Europe, Latin America, Asia Pacific

- Future plans

North Asia is a primary focus. Considering acquisitions in major markets

but the agency's priority is to create organic growth

HOFFMAN AGENCY

HQ: San Jose, California

Independent Total staff - 97

- Office locations around the world

US (2), UK, Germany, China (2), Hong Kong, Japan, Korea, Singapore, with affiliates in Australia, India, Philippines, Malaysia, Thailand

- Global structure

Global account leaders provide a single point of contact to the client and are typically in the same location as the client's global or regional headquarters. Operationally, the deployment of IT is centralised in Silicon Valley

- Biggest international accounts

Philips Semiconductors - Europe, North America; Ipass - Asia, Japan, North America; Proxim-Asia, Europe

- Global performance

Revenue has increased by 22 per cent, and revenue from clients with multi-country programmes has increased by 46 per cent

- Best-performing regions

China, Japan, UK and Germany

- Future plans

To invest in China. To open a third European office in the Netherlands

INCEPTA

HQ: London

Independent Total staff - 2,043

- Office locations around the world

UK (8), Belgium, France, Germany (2), Hungary, Italy, the Netherlands, Poland, Portugal, Spain (5), Sweden, Switzerland, US (14), Ecuador, Brazil, China (3), Hong Kong, Tokyo, Singapore, South Africa (3), India, UAE

- Global structure

The agency is structured on a geographic basis across its three regional boards of North America, Europe and Asia Pacific

- Biggest international accounts

Undisclosed

- Global performance

International revenues have decreased by four per cent, and international staffing levels have decreased by seven per cent. Primarily a specialist financial and corporate PR shop, revenues are affected by levels of global corporate activity

- Best-performing regions

Asia, US, Europe

- Future plans

No further expansion planned as the agency feels it has representation

in all the major markets

KETCHUM

HQ: New York

Omnicom Total staff - n/a

- Office locations around the world

North America (9), Latin America (2), Asia Pacific (5), Europe (5), with further affiliates in Latin America, Asia Pacific and EMEA

- Global structure

Most work is administered through its global practices - 40 per cent of the business is serviced on a multi-practice, multinational basis.

Accounts are managed from the office with the most relevant expertise

- Biggest international accounts

Eastman Kodak - North America, Europe, Asia Pacific; FedEx - North America, Europe, Asia Pacific; Roche - Europe, the Americas

- Global performance

International staff retention rates stood at 80 per cent in 2003. Wins include ConAgra as its first agency of record, and FedEx/Kinko's. European business is up 20 per cent, with London leading the way

- Best-performing regions

US, Europe, Latin America, Greater China

- Future plans

To realign Ketchum's affiliate network to improve client service on network business and position Ketchum better in key markets. Sees Mexico poised for significant growth

LEWIS COMMUNICATIONS

HQ: London

Independent Total staff - 125

- Office locations around the world

Wholly owned offices in US (4), Denmark, the Netherlands, UK, Spain, Italy, Germany, France, Singapore, Sweden, Australia

- Global structure

With more than 95 per cent of revenue from the technology sector, practices overlap between all offices. The agency is structured by location, by city (in the US), by country and region. A single director may have overall control of the client relationship for all offices

- Biggest international accounts

Salesforce.com - Europe, Asia Pacific; WatchGuard Technologies - US, Europe, Asia Pacific; Antec - US, Europe, Asia Pacific

- Global performance

International revenues have increased by 11 per cent, while international staffing levels have increased by 20 per cent

- Best-performing regions

US West Coast, Singapore, Benelux

- Future plans

Increasing resources in US and Asia Pacific. Through organic growth, the agency is considering entering Hong Kong, New York and Japan. The agency is also examining acquisitions and a potential Nasdaq flotation

MANNING SELVAGE & LEE

HQ: New York

Publicis

Total staff - 950

- Office locations around the world

US (9), China (2), Germany, Hong Kong, UK, Italy, France, Canada, with partially owned offices and affiliates in the Americas, Asia Pacific and EMEA

- Global structure

The agency's offices are managed by four regional presidents, who report to MS&L chairman Lou Capozzi. Multinational accounts are often led by worldwide account directors

- Biggest international accounts

Philips - US, Europe, Hong Kong, Dubai; General Motors - North America, project work from its London, Seoul, Shanghai and Hong Kong offices; Procter & Gamble - North America

- Global performance

There was no change in international staffing levels, and revenues were up slightly over the previous year

- Best-performing regions

Asia Pacific and UK (London)

- Future plans

Asia Pacific continues to be a key area of investment. Seeking to

identify new partners around the world, particularly in Europe, but no

plans to enter any new region or country

OGILVY

HQ: New York

WPP Total staff - n/a

- Office locations around the world

The Americas (9), Asia Pacific (22) and EMEA (30)

- Global structure

The agency's three regions each have chief executives who report into worldwide CEO Marcia Silverman. The agency also has global practice heads for each of its seven practice areas and client service leaders who work with accounts on a global level

- Biggest international accounts

DuPont - US, Europe, Asia Pacific; Unilever - US, Europe, Asia Pacific; CFA - US, Europe, Asia Pacific (with affiliates in Italy and Germany)

- Global performance

International revenues increased by ten per cent and international staff increased by 7.8 per cent (May 2003-May 2004)

- Best-performing regions

Americas and Asia-Pacific

- Future plans

- The agency is looking at new opportunities in South and Latin America, as well as in Italy and Germany. Other areas of interest include financial services in Hong Kong and employee comms in Europe, Asia and the US

PORTER NOVELLI

HQ: New York

Omnicom Total staff - n/a

- Office locations around the world

The agency owns 35 offices and has 58 brand partners across North

America, Latin America, Asia Pacific, EMEA

- Global structure

The agency is structured on both a practice and regional basis. Global practice leaders oversee respective local and regional practice leaders.

Each global client has local relationship managers in each country in which it is doing work for them, as well as one main global client relationship leader

- Biggest international accounts

HP - the Americas, Asia Pacific, EMEA; Qualcomm - the Americas, isolated project work in Asia and Europe; Gillette - the Americas and select markets in Europe and Asia Pacific

- Global performance

The agency has seen modest growth over the previous year and has won additional business with several global clients who have been consolidating their business, such as Wyeth and Gillette

- Best-performing regions

US, France, Belgium, Japan and Australia

- Future plans

To re-enter China and strengthen its presence in eastern Europe.

Considering acquisitions to expand various practices in local markets

PUBLICIS DIALOG

HQ: London

Publicis Total staff - 1,323

- Office locations around the world

France, Germany (2), Italy, UK (2), Switzerland, Austria, Holland (2),

Hungary, Finland, US (8), Canada (2), Mexico, Brazil, Asia Pacific (8)

with an affiliate in Vietnam

- Global structure

Services offered in each local office are dependent on client and market needs, with the majority of offices multi-disciplined

- Biggest international accounts

Allied Domecq - global, led by London office; Nestle - across 60 countries; Renault - across 27 markets

- Global performance

Revenue and international staff numbers has increased. Several new offices have opened in the US, Europe and Asia Pacific

- Best-performing regions

Europe

- Future plans

Potential for expansion into Asia, predominantly China, Korea and India, as well as Latin America. To expand further in the US and maintain investment in Europe

RUDER FINN

HQ: New York

Independent

Total staff - 625

- Office locations around the world

Wholly owned offices in the US, UK, France, Israel, Singapore, Hong Kong, China, Australia. Affiliates across Europe, Asia and Latin America

- Global structure

Major business focus in each office includes healthcare, corporate, technology and consumer marketing. Structured globally by office locations and each has expertise in all practice areas mentioned, and all collaborate with practice heads

- Biggest international accounts

Novartis - New York, Europe, Asia, Latin America; Infonet - New York, Singapore, UK, Mexico (affiliate); Jamaica Tourist Board - New York, Canada (affiliate), South America (affiliate)

- Global performance

International revenues have increased by 18 per cent in 2003/2004, and international staffing levels have increased 17 per cent since 2002

- Best-performing regions

Asia, UK, Israel, Australia and Europe

- Future plans

Undisclosed

TEXT 100

HQ: San Francisco

Next Fifteen

Total staff - 386

- Office locations around the world

US (5), EMEA (10), Asia Pacific (9)

- Global structure

The agency is structured vertically around geographic regions and horizontally across technology practice areas such as corporate comms, media relations and international consulting

- Biggest international accounts

Undisclosed

- Global performance

International revenue increased by 14 per cent from $16.2m to $18.5m in 2003. International staff levels increased by two per cent

- Best-performing regions

China

- Future plans

Not considering expansion into any one region. Looking for new opportunities to grow organically or make acquisitions

WEBER SHANDWICK

HQ: New York

IPG

Total staff - n/a

- Office locations around the world

Seventy-five wholly owned offices in 25 countries across North America, Latin America, EMEA, Asia Pacific, with affiliates in Latin America, EMEA and Asia Pacific

- Global structure

Structured globally by both practice and office locations. Executive management team is an integrated amalgam of regional managers and global/regional practice managers

- Biggest international accounts

Agilent - Silicon Valley team leads the account; Microsoft - Seattle office leads the account, with teams in Los Angeles and London; Pfizer

- Global performance

There has been no change in international staffing levels. North America and the UK are demonstrating the greatest growth and potential for further growth. Account wins include Cisco and Electrolux

- Best-performing regions

North America, UK and Asia

- Future plans

Investing further resources in building its healthcare capabilities in the US and Asia Pacific. Also investing in China and eastern Europe.

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