Digital Top 50 consultancies
In recognition of the growing importance of online PR activity, Cathy Bussey looks at 50 agencies leading the field and the emerging digital trends
or the first time, when collecting information to inform PRWeek’s Top 150 report and league tables, we asked agencies to provide figures for income from online activity. Agencies were asked to report how much of their fee income came from online promotional activity, and how much came from online reputation management.
The total sums for both activities have been added together to create the first ever PRWeek digital league table.
This table gives an overview of digital activity in the PR industry and shows how much agencies are making from this activity, and what percentage of their total fee income is made up from digital work.
There are inherent difficulties in collecting digital fee income. Online is a channel, not a specialism, and many agencies were unable to separate online income from overall fee income.
Therefore PRWeek would like to make it clear that the table presented on these pages is a table of agencies that were able to accurately provide figures about their online income.
This could be because of the way fee income is audited internally, or because the agency has a dedicated digital department. In some cases, 100 per cent of the agency’s income comes from digital work.
Therefore Top 150 agencies that do not appear in this table do not necessarily have a low fee income from digital activity.
Despite this we feel it is relevant to publish the digital table, as many PR agencies are leading in this area and showcasing real best practice.
Online activity will only increase in importance and it is hoped PRWeek can repeat the digital league table in future years.
Engine topped the inaugural digital table with a fee income from online activity of nearly £9.8m. This accounts for 44 per cent of the group’s total fee income in 2010. Second place went to Grayling, with £6.8m from online activity. Hotwire Group, which includes digital specialist 33 Digital as well as tech shop Hotwire and consumer agency Skywrite, took third place.
Top independent agency Edelman was at number five with more than £2.6m in online fee income in 2010 – accounting for nearly ten per cent of the agency’s overall fee income.
PRWeek looks at some of the trends agencies have reported in digital activity in 2010 overleaf, as well as some predictions for 2011.