World PR Report launches next month – preview


The World PR Report published by ICCO and PRWeek will be launched at the Global ICCO PR Summit in Oxford, United Kingdom on 29-30 September. The report is the annual analysis of the international public relations industry including a breakdown of the top 100 global agencies, market analysis from regional leaders, and a report on agency growth and opportunity, investment plans and talent challenges. Commenting on the talent challenges in the Asia Pacific market, Lynne Anne Davis, President – Asia Pacific at FleishmanHillard said: “PR’s massive transformation as an integrated, socially-centric industry was enabled by the introduction of non-traditional roles and expertise from other industries. That must never stop in order to continuously innovate, expand influence and supple the rising demand for PR services – especially in Asia where local companies are aggressively disrupting categories, exporting brands abroad and creating new spaces.” Colin Byrne, Weber Shandwick’s UK & EMEA CEO comments on strong growth in the market, but also the challenges ahead: “Macro-economic issues include economic downturn in BRIC and other emerging markets, security and political issues, the uncertainties around the US election and, yes, Brexit and associated recession warnings, are challenges for us and our clients.” Loretta Ahmed, Grayling’s CEO of Middle East Africa & Turkey analyses the developing markets of the Middle East and Africa: “Less risk averse than many parts of the world, the Middle East is coming of age and it is good to see more and more world-class work emanating from the region and being recognised in global award schemes.” “In Africa in particular, communications professionals are able to achieve CEO level client access at a far greater frequency than in other markets – while this comes with a far greater ability to influence decision-making it also creates the need for strategic communicators to feature heavily in the team mix – a challenge for agency heads looking to field local teams.” Commenting on trends in the European PR industry, Pascal Beucler, Chief Strategy Officer at MSLGROUP said: “Another trend we can see everywhere in Europe is the need for more integration, particularly for big, global clients: wasting energy, time and money because of having too many people from different networks/holdings around the table is really something they don’t want anymore. They say they want one team, as diverse as possible but belonging to the same P&L and led by one single, global manager. Such alignment allows better, faster, clearer decisions and action plans.” Full analysis and commentary of each of the markets is available in the World PR Report, launched at the Summit, and subsequently published by PRWeek online and in hard copy. Francis Ingham, Chief Executive of ICCO and Director General of PRCA UK & MENA will be presenting the findings at the Summit, and copies will be shared with attending delegates.   For more information on the Global ICCO PR Summit visit www.iccosummit.org

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