NEW YORK: Burson-Marsteller’s long-held position as the top PR agency in the US and the world is under serious threat.
NEW YORK: Burson-Martseller’s long-held position as the top PR
agency in the US and the world is under serious threat.
Burson increased revenues by 6% in 1999, with global PR income reaching
dollars 275 million. The results are an improvement on last year’s
numbers (when the firm grew by 4%), but are by no means spectacular when
compared with the double-digit growth of other agencies.
Shandwick is expected to report US fee income of dollars 153 million in
1999 (up 40%) and dollars 240 million worldwide, while Fleishman-Hillard
will report fee income up an estimated 30% worldwide to over dollars 200
President and CEO Chris Komisarjevsky attributed the modest growth to
the global nature of Burson’s business, noting that the agency is more
vulnerable than many of its competitors to the vagaries of the
international economy and foreign exchange rate conversions.
Although Komisarjevsky did not disclose Burson’s 1999 US performance
(dollars 142 million in 1998), he promised that US results would be ’in
the same ballpark’ as last year’s 17% US growth.
’Our US operations continue to be the engine driving our worldwide
company,’ he said, adding that Burson has active client relationships
with more than 85 Internet companies, including and Hotjobs.com.
Komisarjevsky said Asia-Pacific was the firm’s weakest division last
year, but claimed that recent months have seen a considerable
Burson has also released its CEO survey, which reveals that a company’s
CEO can represent a staggering 45% of its overall reputation. Results
are available at Burson’s new Web site for CEOs, www.ceogo.com.