NEWS: German and Spanish PRs have reason for optimism

PR agencies in Spain and Germany enjoyed steady, if unspectacular, growth last year, according to figures published by the respective industry associations.

PR agencies in Spain and Germany enjoyed steady, if unspectacular,

growth last year, according to figures published by the respective

industry associations.



Fee income among the 14 agencies represented by the Asociacion de

Empresas Consultoras en Relaciones Publicas y Comunicacion (ADECEC) grew

by 9.8 per cent last year to Pta3.3 billion (pounds 17 million) from

Pta3 billion (pounds 15.6 million) in 1994.



Sanchis y Asociados, headed by president Jose Luis Sanchis, rose from

number three to knock Burson-Marsteller off the top slot. Following its

recent spate of acquisitions, agency fees rose by 6.5 per cent to Pta752

million (pounds 3.9 million).



Burson-Marsteller recorded a seven per cent increase to Pta633 million

(pounds 3.3 million) while Shandwick dropped one place to number three,

although its fee income rose to Pta535 million (pounds 2.8 million).



Meanwhile, the 38 members of the Gesellschaft Public Relations Agenturen

(GPRA) reported a seven per cent increase in fee income. Total fee

income rose to DM177.4 million (pounds 77.1 million) compared with

DM178.2 (pounds 77.5 million) in 1994.



A slight drop in fees did little to shake Euro RSCG from the top spot,

with combined fees of DM30.4 million (pounds 13 million) for its two

agencies ABC and IPR&O. Kohtes und Klewes came second with an impressive

23 per cent growth while Leipziger und Partner kept its number three

position.



Hana Bursik, international spokesperson for GMPR, said that companies in

Germany were increasingly recognising the importance of public

relations.



‘In terms of what it can do for their image and products, they realise

public relations really can help their business,’ she said.



‘German companies have seen the success that PR has brought other

companies and more and more are beginning to try it themselves,’ she

added.



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