Written by: Philippe Borremans This week I am talking to Maxim Behar, the brand new President of ICCO – The International Communications Consultancy Organisation (ICCO). Maxim and I met for the first time a couple of years ago in Davos at theWorld Communications Forum – one of the most international PR conferences I have ever had the pleasure to attend. (PS: you can already register for the next edition here.) The ICCO is the voice of public relations consultancies around the world. It comprises national trade associations in 32 countries across the globe: from Europe, Africa, Asia, the Americas and Australasia. Collectively, these associations represent over 2,500 PR firms. Maxim and I talk about the changing landscape in the PR industry but also how agency clients are changing and requesting new types of support and advise. We further discuss the priorities and challenges of the PR industry, how ICCO is tackling these and how communications is different (or similar) inBulgaria to the rest Europe.