Consultancies in Europe are walking a tightrope between pan-European
ambitions and the needs of individual offices according to the PR Week
1996 Top European Consultancies survey.
Attempts to boost pan-European brands are being complicated by the need
to reinforce national identities and the division of groups into cross
border practice areas.
In the rankings, Euro RSCG International Communications continued to
dominate the owned groups, French and German rankings. Fleishman-Hillard
emerged as the fastest growing group in Europe.
Entente International held on to the lead in the Networks ranking. The
best performing network, Worldcom, grew its European fees by 64 per
Germany holds its own beside the UK as a major gateway to Europe for
international clients, reporting a seven per cent growth in industry
income in 1995. France is also increasing its presence in the
international market place.
Other major growth markets include the Netherlands and Spain. Business
in Belgium was slow and Switzerland suffered a slight drop in PR fee
income due to a continuing economic trough.