INTERNATIONAL: Buoyant economy drives a healthy PR growth in Spain

MADRID: The top ten Spanish PR agencies grew by an average of 19.8 per cent last year, highlighting another buoyant year of growth for the country’s PR industry.

MADRID: The top ten Spanish PR agencies grew by an average of 19.8

per cent last year, highlighting another buoyant year of growth for the

country’s PR industry.



All top ten agencies experienced sustained growth, creating an average

fee income for 1998 of pounds 1,630,363. The strongest growth came from

the lower agencies as opposed to the big two - Burson-Marsteller and

Shandwick Iberica.



A noticeable new entry was Llorente y Cuenca. The three-year-old firm

won a large amount of new business, including global brands such as

Reuters, Pepsi Cola and Gillette. It also opened offices in Barcelona

and Lima, Peru, to supplement its Madrid headquarters. Former

vice-president of Burson-Marsteller Pablo Llorens was named president of

the Barcelona office.



B-M maintained its position at the top of the table, but with

disappointing growth of just 11.7 per cent. The agency also encountered

difficulties when Barcelona MD Llorens and corporate communications

director Alejandro Daroca left. The agency lost several national

clients, including payment card company Quatro B and pharmacists’

association Colegio de Farmaceuticos de Madrid.



Just outside the top ten, Edelman PR Worldwide had a successful year in

Spain, opening a Barcelona office to complement its three-year-old,

23-strong Madrid operation. Major contract wins for the company included

financial PR for the Spanish government’s largest ever sale of state

assets, electricity company Endesa.





TOP SPANISH AGENCIES

RANK  AGENCY                      98 fee            97 fee    percentage

                         income (pounds)   income (pounds)      increase

1     Burson-Marsteller        3,615,079         3,236,243          11.7

2     Shandwick Iberica        2,840,356         2,661,268           6.6

3     Sanchis y Asociados      2,357,001         1,829,325          28.8

4     Llorente y Cuenca        1,278,136                 -             -

5     SEIS                     1,254,525         1,085,089          15.6

6     Com Empresarial          1,222,151           946,806            29

7     Grupo Asesores 2000      1,080,283           860,813            25

8     ACH y Asociados            931,229           760,006          22.3

9     Hill and Knowlton          881,312           694,169            27

10    Inforpress                 843,558           641,252          31.5

Published by ADECEC.



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