The finding, part of ICCO's Autumn 2006 World Report, suggests agency revenues could be under threat, although the 29 country PR industry associations that contributed to the survey believed agencies will continue to thrive in the next 12 months.
Healthcare, followed by finance, will be the sectors most likely to contribute to growth in agency revenues. It also claims the public sector has overtaken technology as a ‘desirable industry to target'. ICCO's equivalent 2004 survey billed technology as the industry's fastest-growing sector (PRWeek, 11 Dec 2004).
This year's survey also warned agencies not to focus too strongly on green-related business. Few agency leaders polled believed ‘green' had much profit potential, placing it just ahead of ‘sponsorship' at the bottom of the growth prospects chart.
Topping concerns more generally were the recruitment and retention of quality staff.
