THE TOP EUROPEAN PR CONSULTANCIES 2001: Sweden - Continuing growth has cemented Sweden's position as the centre of Scandinavian PR

Sweden made its mark as the hub of the PR industry in Scandinavia

and the Nordic countries five years ago, growing at the ferocious rate

of about 25 per cent each year. Given its fairly strong economy under a

social democratic government (the next election is in autumn 2002), many

industry leaders reported another year of significant growth in


Sweden's largest PR agency, the Kreab Group, which controls about ten

per cent of the Swedish market, grew by 45 per cent in 2000 (two-thirds

of Kreab's clients are Swedish multinationals, including about half of

Sweden's 30 largest corporations). JLK, Sweden's third largest agency,

also enjoyed an increased fee income of nine per cent.

It was a good year for newcomers, particularly two-year-old Havanna PR

and Information, which has mushroomed since opening its doors at the end

of 1998. Unusually, IT and clients of this fledgling agency are

flourishing in 2001, including 4ctrl (partly owned by IKEA) and QXL (UK)

the British-owned internet auctioneer.

'Strategic PR is one of the biggest needs now,' says Havanna CEO and

co-founder Maria Uggla. 'Investor relations have also grown, with many

more companies entering the Swedish stock exchange. Public affairs and

lobbying are other growing sectors. But it's the new economy that has

had the greatest impact on the economy overall, with the era

influencing the emergence of many more venture capitalists.'

The implosion at the end of 2000 did not have the devastating

impact on Swedish PR one might expect, given the nation's heavy

investment in them. But according to Swedish PR association Precis

secretary general Kaj Flick (its member companies represent about 85 per

cent of the total industry), agencies could be feeling it more now

because of changes in the new economy. Many companies are taking a more

cautious approach to PR investment - Ericsson, for example, reported

substantial losses at year end - which has had a significant impact on


Sweden has traditionally been very strong in homegrown agencies, many of

which still dominate the league tables. But lots of international

agencies have already established Scandinavian headquarters in

Stockholm, where nearly 85 per cent of the PR business is located. A few

established PR agencies are heading south, including GCI, which now owns

half of GCI Mannov in Malmo. According to Flick, ten per cent of all PR

business is now conducted out of Malmo, which has begun to benefit from

the new Oresund bridge to Copenhagen, opened in July last year.

The landscape of the industry is changing, too. JKL partner Bo Jansson

says: 'More traditional "bricks and mortar" enterprises are starting to

use PR as a resource in a way they didn't before.' Kreab Group owner and

CEO Peje Emilsson says: 'We have reached a situation where a significant

part of the PR industry is on a par with management consultants.

We work more closely with the CEO and we're seeing a huge demand for

boardroom consultancy that is reflective of the entire Swedish


Last year was slow for acquisitions in Sweden, with a couple of notable

exceptions. Edelman established itself more firmly in the Swedish

market, buying Infokraft to become Edelman/Infokraft PR Worldwide

(Edelman Sweden after 1 July). With fee income soaring 52 per cent in

2000, it is now a 30-strong outfit, with clients including Hewlett

Packard, Phillips, UPS and Jobline.

A new Citigate acquisition, Citigate Gramma, whose clients include Modo

Paper, Robur (part of the Swedbank group) and Dimension (an IT venture

that went public during 2001), grew 33 per cent in 2000.

Describing the acquisition process, Gramma founder and CEO of the new

company Lars Wahlstrom says: 'There's been lots of communication

business as a result of M&As. We're seeing an increase this year but at

a slower rate, with many projects incumbent right now. The key thing for

us is to be part of a group where we can find competencies where we need


Acquisition opportunities are hugely attractive for mid-sized Swedish

agencies because so many of Sweden's own brands, such as Volvo, IKEA and

Ericsson, have such a strong global presence. In Scandinavia, the

Swedish capital remains dominant in PR. 'Up to 90 per cent of agencies

seeking Nordic headquarters will choose Stockholm,' says

Edelman/Infokraft MD Bjorn Mogensen. 'We will also see the Baltic

countries coming up, especially Estonia, which is moving ahead at an

incredible speed.'

GCI Rinfo chairman and general manager Henry Rawet, who was recently

appointed chairman of Precis, says the company he started has grown more

than 300 per cent since being acquired by GCI three years ago. Its

high-profile clients include Canon, British Airways and American

Express. Rawet believes there will be an industry boom in the coming

three to four years.

But he is not alone in believing that agencies need to be able to

provide more senior consultants and more strategic services that help

top management. The expansion of 2000 has been welcome - but the PR

industry must ensure that its speed has not led to an

over-reliance on the skill of junior staff.


Rank Company Fee income (pounds) Growth

2000 2000 1999 %

1 Kreab* 11,433,000 7,860,000 45

2 Journalistgruppen* ** 5,675,083 4,875,000 16

3 JKL* 5,103,000 4,688,000 9

4 Hallvarsson & Hallvarsson* ** 3,591,825 1,776,316 102

5 GCI Rinfo* ** 3,355,000 3,380,000 -1

6 Wildell Gruppen* 3,304,479 3,592,105 -8

7 Citigate Gramma* 3,250,000 2,310,000 41

8 Effektiva Media* 2,701,052 1,976,233 37

9 Hill & Knowlton Sweden* 2,683,000 1,559,000 72

10 Burson-Marsteller* 2,383,495 1,420,000 68

11 Jerry Bergstrom* 1,763,000 1,722,000 2

12 n3prenor* 1,494,199 1,197,368 25

13 Segerfeldt & Partners* 1,328,975 933,875 42

14 Gullers Group* ** 1,178,117 1,240,000 -5

15 Johanssesen & Co* 1,136,000 1,106,000 3

16 Andreasson Nyberg PR 1,100,000 1,100,000 0

17 Text 100* ** 1,005,948 378,698 166

18 Edelman/Infokraft Sweden* 948,531 626,093 52

19 Florman PR* 870,000 513,000 70

20 Four C Public Relations* 851,000 496,470 71

21 Havanna PR 826,120 251,427 328

22 Vox PR* 718,000 1,293,057 -44

23 Pirho Ogilvy PR* 716,578 486,000 -47

24 Aspekta* 645,000 324,000 99

25 Svenska PR-Byran* ** 610,610 605,381 1

Rank Company Location Status


1 Kreab* Stockholm Kreab Group

2 Journalistgruppen* ** Stockholm Cell Network subsidiary

3 JKL* Stockholm JKL subsidiary

4 Hallvarsson &

Hallvarsson* ** Stockholm Independent

5 GCI Rinfo* ** Stockholm GCI subsidiary

6 Wildell Gruppen*+ Stockholm Independent

7 Citigate Gramma* Stockholm Citigate subsidiary

8 Effektiva Media*+ Stockholm Ketchum affiliate

9 Hill & Knowlton Sweden* Stockholm H&K subsidiary

10 Burson-Marsteller* Stockholm B-M subsidiary

11 Jerry Bergstrom* Stockholm Independent

12 n3prenor*+ Stockholm Independent

13 Segerfeldt & Partners* Stockholm Brodeur member

14 Gullers Group* + ** Stockholm Independent

15 Johanssesen & Co* Stockholm Weber Shandwick


16 Andreasson Nyberg PR Stockholm Independent

17 Text 100* ** Stockholm Text 100 subsidiary

18 Edelman/Infokraft Sweden* Stockholm Edelman subsidiary

19 Florman PR* Stockholm Embrace member

20 Four C Public Relations* Stockholm Independent

21 Havanna PR Stockholm Independent

22 Vox PR* Stockholm Pinnacle member

23 Pirho Ogilvy PR* Stockholm Ogilvy subsidiary

24 Aspekta* Malmo Euro RSCG affiliate

25 Svenska PR-Byran* ** Stockholm PNI affiliate

All figures relate to the year ended 31 December 2000.

Fee income = PR fees only.

*Denotes Precis member

+ Fee income information supplied by Precis

** 1999 fee income as submitted for 2000 European Consultancies tables

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in