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
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
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
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