BPRA: Two-thirds of agencies with growth

The agencies assess the outlook for the current fiscal year as cautiously optimistic. The PR market continues to be influenced by an increase in project orders, the association said in a statement. Digital communication and social media are defining trends, it said.

Leading the Market statistics unchanged by Farner Consulting. Burson-Marsteller, YJOO Communications and Furrer.Hugi follow. The PR agencies in Switzerland that are members of the BPRA generated fee income of CHF 73.5 million in fiscal year 2012. This corresponds to a decline in revenue of 2.3 percent, with a 0.1 percent lower headcount. There were revenue winners and losers in all provider categories. According to the statement, the reasons for the revenue development of the individual agencies are not to be found in overriding market trends, but rather in the addition and loss of individual larger mandates, personnel changes in the agencies or the development in specific customer segments.

BPRA agencies indicate in the annual market survey that project business is increasing at the expense of basic mandates. Agencies also note that expertise on the client side is improving and that agencies are challenged to maintain and demonstrate the knowledge and experience edge. As in previous years, social media and digital communications are identified as defining drivers for agencies' business.

Roman Geiser, President of the BPRA and CEO & Managing Partner of Farner Consulting on the market survey says: "Despite movements at individual agencies, the market of leading agencies is characterized by stability. It is very pleasing that most agencies are also optimistic going into 2013 after a year of growth." There has been no change in the ranking of the largest agencies: The market continues to be led by Farner Consulting (-9.8 percent). Farner is now well ahead of second-ranked full-service agency Burson-Marsteller (-14,7 percent). This is followed by YJOO Communications (+15.5 percent) and Furrer.Hugi & Partner (+20.6 percent). The new member CR Kommunikation (+9.5 percent) made it into the top 5. Communicators and Prime follow in sixth and seventh place. Freicom, Grayling and Cabinet Privé de Conseils complete the top 10.

According to the industry survey, the driving customer sectors are healthcare, NGOs, foundations, associations and societies, followed by banks, insurance companies, finance companies, the pharmaceutical industry and the energy sector. Service categories in particular demand are corporate communications, strategic consulting, marketing communications, online communications/digital PR and public affairs.

All the agencies in the association are now CMS II-certified or will undergo the certification process in the current fiscal year. Next has just been successfully certified for the first time. With the CMS certification, the BPRA agencies want to underline their commitment to quality, according to the press release. Important elements in agency management such as employee training and development, solid project management and efficient agency processes are continuously developed with CMS.