Argentine PR booms despite recession

BUENOS AIRES: Argentina’s deep recession is in no way affecting the country’s vibrant PR industry, according to figures released last week.

BUENOS AIRES: Argentina’s deep recession is in no way affecting the country’s vibrant PR industry, according to figures released last week.

BUENOS AIRES: Argentina’s deep recession is in no way affecting the

country’s vibrant PR industry, according to figures released last

week.



Numbers complied by Consultores del Plata and PR publication Imagen

paint a picture of a booming industry, with growth in 1999 reaching an

astonishing 41%. By means of comparison, the ailing advertising industry

was expected to have grown by less than 3%.



Researcher Nestor Landoni, president of Consultores del Plata, said the

growth was not solely due to an increase in the number of

publicity-hungry Internet start-ups. Instead, he attributed the PR boom

in part to the country’s economic problems, noting that financial strain

forced many corporations to seek PR advice about downsizing and layoff

plans.



Nearly all of the top 25 PR agencies experienced double-digit growth,

and only one, ZC&M Consultores, showed a decrease in fees. However, the

reason for ZC&M’s decline was the separation of the agency’s founding

partners, rather than a decrease in business.



As in the previous years, Nueva Comunicacion - soon to become a member

of the Interpublic Group - outpaced the rest of the Argentine market,

with fees of nearly dollars 10 million. Burson-Marsteller trailed behind

in second place with fees of dollars 4.3 million, and MP&M Comunicacion,

Identidad e Imagen Institucional and ZC&M rounded out the top five.



As in the US, the most explosive growth was experienced by hi-tech

specialists.



Especially noteworthy was the 100% growth, all organic, of Carlos

Mazalan & Asociados, which ranked 12th in the country with dollars 1.1

million in income.



TOP 10 ARGENTINE PR AGENCIES

Rank Agency                   ’99 income*      ’98 income*  % difference

1    Nueva Comunicacion       dollars 9.9      dollars 7.3         35.60

2    Burson-Marsteller        dollars 4.3              N/A           N/A

3    MP&M Comunicacion        dollars 3.6      dollars 2.6         38.50

4    Identidad e Imagen       dollars 3.2      dollars 3.0          6.70

5    ZC&M Consultores         dollars 3.1      dollars 3.8        -18.40

6    X Comunicacion           dollars 2.1              N/A           N/A

7    Muchnik                  dollars 2.0      dollars 1.4         42.90

8    Gustavo Martinez         dollars 1.6      dollars 1.1         45.50

9    Silvia Mercado           dollars 1.4      dollars 0.9         48.30

10   Open Group               dollars 1.4      dollars 1.2         16.70

* in millions

Source: Consultores del Plata/Imagen



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