NEW YORK, March 5, 2003 (PRIMEZONE) -- Fifty of 108 independent PR firms providing proofs of their net fees and payrolls in 2002 had declines while only 32 were able to report gains.
About 35 firms from the O'Dwyer ranking of 124 last year declined to take part in this year's rankings.
Six were in the top 50 last year with only two from the lower 25. Most of the defections were in the lower part of the list ($2M or less in fees).
This year's list of 108 independents includes firms new to the list as well as returnees.
Skipping the rankings this year were: Dan Klores Communications (No. 6 last year); Sterling Hager (No. 10); Neale-May & Partners (No. 15); Phase Two Strategies (No. 21), and The Zimmerman Agency (No. 50). Sterling Hager, Neale-May and Phase Two are high-tech or information technology-oriented.
Donovan Neale-May, head of the firm in his name, said it is focusing on building relationships for its IT clients and also on its "Global Fluency" network of 40 similar firms in 27 countries.
Edelman Tops List
Edelman PR Worldwide again topped the list by a wide margin, reporting fees down 6.8% to $205.7M. Consumer was strong but financial services and high-tech aimed at industry were off.
The firm's investment in 21 overseas offices is paying off with international fees gaining 1.8% to $69.5M.
Ruder Finn had a flat year as fees held to the $80M mark. The two big independents felt they did well considering the recession, 9/11 and threats of war.
Waggener Edstrom, which does much work for Microsoft, was flat at $59M.
High-tech specialist Schwartz Communications was off 35% to $19M.
Hunter PR (food specialist) and Cooney/Waters Group (health), both based in New York, had gains of 30% and 38%, respectively, the biggest gains among the top 25.
Fourteen firms had declines of 20% and more while only seven had gains of 20% and more.
The major ad agency-owned PR operations have said they are withholding their 2002 totals until late April when all will report at the same time.
WPP Group last week said PR income was down 8% for the year and Omnicom said PR was off 6.2%. Interpublic, which said PR was down 18% in Q3 of 2001, is to report 2002's results this week.
Top Ten Independently-owned PR Firms (not related to ad agencies)
2002 % Change
Fees from 2001 Employees
1. Edelman PR Worldwide $205,795,884 -6.8% 1,856
2. Ruder Finn 80,947,000 Flat 575
3. Waggener Edstrom 59,196,000 Flat 447
4. Schwartz Communications 19,541,445 -35.7 135
5. PR21 15,614,943 Flat 103
6.Gibbs & Soell 13,774,000 Flat 97
7. The Hoffman Agency 11,850,000 -12.3 61
8. Rogers & Assocs 9,543,411 -16.5 75
9. Alan Taylor Communications 8,413,984 +11.0 52
10. Padilla Speer Beardsley 8,206,994 -7.9 72
More information can be found at O'Dwyer's PR Daily at www.odwyerpr.com