SPONSORED BY

TOP 100OVERVIEW

Reputation Online Top 100 PR Agencies 2011 7

he response to the launch of thefirst Reputation Online Top 100PR Agencies guide was bothencouraging and revealing.The aim of this guide is to

benchmark the industry in terms of fee income,and evaluate its size. The list, comprising full-service, digital specialists and social mediaagencies, is made up from 80 ranked agencies,10 that couldn’t give out financial data due toSarbanes-Oxley, and 10 agencies we considerworth keeping an eye on. We specifically didn’tput entry criteria in place, since reputationmanagement and online PR have become soingrained in many aspects of marketing. Thelines have not only blurred, but customers haveeffectively torn them up and remodelled themarketing industry into something completelydifferent. So for this Top 100, all agencies thatperceive themselves to be offering online PRservices have been eligible to enter.

You’d be forgiven for expecting the guide tobe jam-packed with boutique agencies. Afterall, there’s a perception that such outfits retainand attract the kind of specialist talent requiredto service clients properly. But in fact, almost90% of those included consider themselves tobe full-service agencies. There are clear gaps interms of vertical representation, in healthcareand finance largely, but our list is a strongreflection that many are integrating onlineactivity into a broader service set.

The last 20 of our 100 is divided betweenthose restricted from providing us with figuresand those to keep an eye on. To some extent,we’ve seen Sarbanes Oxley regulations skewour results and we don’t feel that estimatingfees is an appropriate way to include thebigger players in the guide. We’ve listed themost prominent agencies affected by this,which have strong digital capabilities and casestudies to boot, after those ranked by income.We’ve flagged key clients and achievementsfrom the bigger players, and included some ofthe agencies we believe are producing fantasticwork that helps brands to grow online.

Additionally, we’ve asked four experts to addsome context to our findings and give theirviewpoints based on our motives for compilingthis guide, and some of its results.

As for those agencies that didn’t enter, themost common reason given was that they felttheir billings were too small to accuratelyportray the quality of their work or that theirfees just weren’t at a level they were happy toshare. Although the barrier to entry is indeedlower than new media age’s annual Top 100

tInteractive Agencies guide, that’s a 12-year-old table. It’s important to remember thatdigital PR is still a young industry. As such,Kerryn Dinsdale, senior PR manager atBarclaycard, discusses its maturity – or not, asthe case may be – on page 8.

The other response to our guide fromsome (although not as many as expected)was that agencies didn’t split billing intotraditional versus digital. This was hearteningbecause we believe that an integratedapproach is the right one. Digital is, after all,just another way to talk to consumers.

Phillip Sheldrake provides his viewpoint onpage 9, talking about taking a more holisticapproach to communications strategy, usinghis own experience across engineering,marketing, PR and technology as a base.

This idea of learning from other disciplinesalso inspired our third contribution from PeteGoold, managing director of PunchCommunications, who considers thechanging role of what a PR agency isexpected to be able to do for a brand.

Additionally, it was interesting to see thevarying approaches to staff that work ondigital. A large portion of Reputation Online’sreadership is technically savvy andapproaches digital PR in a way that’s usuallyahead of the curve. That’s why some of thelarger agencies in our guide were very clearabout the fact that, although they might havea handful of specialists, the ability to workonline was expected across the board. Wehave, however, asked every entrant toprovide a definite headcount for thoseworking on digital in the UK, which you’ll inthe table on pages 10-11.

The results of our questions about whichagencies and individual PRs entrants mostrespected revealed fascinating and surprisingresults (see right). Of the 49 agenciesnominated by entrants, 22 were integratedad agencies, which included Wieden+Kennedy (which tops our list alongside WeAre Social), AKQA, BBH, LBi and Poke. Thissuggests that creative campaigns still catchthe eye of PR professionals.

The other type of agency that’s noticeablyrespected by our Top 100 entrants is the‘social media’ agency. Of these, ImmediateFuture, NixonMcInnes and We Are Social allsit within our top five most respected.

Hotwire’s digital arm, 33 Digital, fares wellall round, with the agency group at numberfour in the Top 100, and its MD by far cited asthe most respected industry figure.

In terms of individuals, StephenWaddington, winner of last year’s peer-votedGreatest Contribution from an Individualaward at the first Reputation OnlineEffectiveness Awards, came second. MarkBorokowski, “a traditional PR man with 100%awareness of digital”, according to those whosuggested him, sits in third, with Staniforth’sRob Brown and Hill & Knowlton’s SallyCosterton at fourth and fifth respectively.

Brown’s involvement with the CIPR andCosterton’s work at the PRCA have inevitablyraised their profiles, but as we all know,without the nous and credibility to match,respect isn’t something that automaticallygoes hand in hand with having a big platformfrom which to speak.

Costerton’s place as the only female in ourtop five most respected industry figures onceagain raises the issue that although thenumber of women in senior PR roles is widelyaccepted to be lower than men, women faroutweigh men in PR as a general rule. This issomething we’ve covered briefly onReputation Online but will be looking at inmore details over the coming months as wego back to our Top 100 entrants to createsome research on gender split in PR.

Of course, this is an issue for everyindustry. But for PR, where there are so manywomen in grassroots roles being expected totake on more digital work, there’s aresponsibility for those in senior roles to actas role models. Since she’s not only PRCAchairman,but also CEO of Hill & KnowltonEMEA, we asked Costerton to discuss this inmore detail on page 9.

This is the first time we’ve created this Top100 PR Agencies list, and we’re doing so withan open-door policy. We’ve ranked purelybased on digital fee income, and no, it’s not aperfect measure, but it’s an appropriate placeto start. The important thing to remember isthat shouting the loudest doesn’t equate totrust, and it doesn’t mean that an agency isgoing to run a strong campaign with goodresults. Avoiding those that are all mouth andno trousers has never been a moreappropriate warning label.

The inaugural Reputation Online Top 100PR Agencies guide was created with thecollaboration of the digital PR industry. We’dlike to thank everyone who took part andlook forward to watching the guide developas an essential companion to new mediaage’s Top 100 Interactive Agencies andMarketing Services Guide. �

1= Wieden+Kennedy1= We Are Social3= NixonMcInnes3= Frank5 Immediate Future6 33 Digital7= Dare7= LBi

MOST RESPECTEDAGENCIES

1 Drew Benvie, 33 Digital2 Stephen Waddington, Speed3 Mark Borokowski4 Rob Brown, Staniforth5 Sally Costerton, Hill & Knowlton

MOST RESPECTEDINDIVIDUALS

DIGITAL PR HASGROWN INSUBSTANCEBUT IS STILLGROWING IN SIZE

TOP 100 AGENCIESBY UK INCOME

Reputation Online Top 100 PR Agencies 2011 11

TOP 100 AGENCIESBY UK INCOME

10 Top 100 PR Agencies 2011 Reputation Online

UK INCOME YEAR UK DIGITAL YEAR OWNERRANK AGENCY FROM DIGITAL TO STAFF FOUNDED

1 MHP Communications £5,024,100 12/10 146 2010 The Engine Group2 1000heads £4,413,348 12/10 75 2000 independent3 Edelman £4,000,000 04/11 50 1967 independent4 Hotwire Group £3,490,961 06/10 16 2000 Photon Group5 Way To Blue £3,306,000 12/09 16 1999 independent6 Four Communications Group £3,168,849 12/10 12 2001 independent7 CMW London £3,116,000 02/10 40 1995 Media Square8 Golley Slater £3,000,000 03/11 146 1957 independent9 Tempero £2,600,000 05/10 110 2002 independent

10 We Are Social £2,001,345 12/10 45 2008 independent11 Lucid Online £1,900,000 03/11 22 2009 Lucid Group12 Fresh Networks £1,800,000 12/10 36 2008 independent13 Lexis Public Relations £1,700,000 07/10 90 1992 Next Fifteen Group14 Nelson Bostock Group £1,435,000 03/10 16 1987 Creston15 Grayling £1,360,000 12/10 7 1995 Huntsworth16 Exposure Promotions £1,331,165 12/10 13 1993 independent17 ITPR £1,269,461 12/10 18 1990 independent18 Haygarth £1,197,673 12/09 14 1999 independent19 Punch Communications £1,150,000 03/11 11 2003 independent20 Brands2Life £1,140,000 03/10 10 2000 Fraser Scales Holdings21 Shine £1,095,498 12/10 49 1998 independent22 NixonMcInnes £1,077,580 03/10 18 2000 independent23 Speed Communications £1,009,553 01/10 27 2009 Loewy Group24 Lansons Communications £977,963 03/10 9 1989 independent25 Splendid Communications £828,415 12/10 5 2004 independent26 Revolver PR £825,000 10/10 12 2009 independent27 TVC Group £818,000 06/10 40 1998 ISIS Equity Partners (60%)28 Mi liberty £782,000 01/10 5 1998 independent29 Launch Group £747,164 06/10 6 2001 independent30 Shiny Red £722,951 12/10 7 2007 The Red Consultancy31 Franklin Rae £722,387 08/10 13 2003 independent32 Content and Motion £702,000 04/09 14 2009 independent33 Kaizo £661,579 12/10 1 1999 Argyll Consultancies34 Focus PR £637,977 12/10 24 1991 independent35 Octopus Group £620,000 12/10 4 2001 independent36 Amaze Public Relations £616,950 12/10 6 1993 Hasgrove37 Brazen £574,666 12/10 25 2001 independent38 Ketchum Pleon £550,000 12/10 4 1989 DAS39 Livity £513,952 04/11 3 2001 independent40 Atomic PR UK £498,000 12/10 — 2009 Huntsworth41 The Reptile Group £477,775 03/11 1 1998 independent42 Waggener Edstrom Worldwide £467,442 12/10 8 2001 independent43 Consolidated PR £440,165 02/10 3 1990 independent44 Manifest Communications £440,000 06/10 2 1999 independent45 Brass £428,538 07/10 15 1983 independent46 Eulogy £419,668 03/10 10 1996 independent47 Soak Digital £414,000 12/10 11 2008 independent48 Bottle PR £386,500 12/10 2 2003 independent49 Rabbit £375,829 12/10 9 2009 independent50 Ruder Finn UK £375,000 12/10 1 1990 independent51 Braben £360,000 12/10 15 1994 independent52 Cognition Communications £351,003 09/10 3 1998 independent53 Golin Harris International £350,000 12/10 8 1994 Interpublic Group54 Champion Communications £349,543 12/10 10 2009 independent55 Band & Brown Group £283,500 09/09 7 1991 EDC

UK INCOME YEAR UK DIGITAL YEAR OWNERRANK AGENCY FROM DIGITAL TO STAFF FOUNDED

56 Red Dog £273,730 03/11 6 2009 independent57 Cherish PR £261,995 06/10 5 2003 independent58 Finn Communications £245,000 03/11 14 2005 independent59 Cow PR £240,000 12/10 28 2000 independent60 Thebluedoor £237,485 03/11 4 2008 independent61 Rostrum Communications £225,000 04/10 4 2003 independent62 Rave Communications £215,000 09/10 4 2000 independent63 Siren PR £201,650 11/10 14 2001 independent64 Carrot £200,000 04/10 5 2000 independent65 Lewis Communications £197,000 07/10 2 1995 independent66 Tangerine PR £196,352 02/11 5 2002 independent67 Renegade Media £164,795 03/10 9 2001 independent68 Paratus Communications £135,000 12/10 2 2004 independent69 Publicasity £131,745 12/10 44 1978 independent70 House PR £130,000 03/10 2 1998 independent71 Jargon PR £125,000 03/11 5 2008 independent72 iKontakt £122,800 12/10 20 2009 independent73= Ladbury PR £120,000 12/10 4 2009 independent73= Threepipe £120,000 04/10 1 2004 independent75 Admiral PR £110,000 06/10 3 1999 independent76 Salt £98,000 12/10 36 2000 independent77 Reality PR £80,000 12/10 3 2002 independent78 Propeller Group £75,000 09/10 3 1998 independent79 Fierce PR £48,000 04/11 1 2009 independent80 Stripe Communications £42,000 12/10 16 2006 Cello Group

TOTAL YEAR OWNERAGENCY UK STAFF FOUNDED

UNRANKED AGENCIES1 Axicom 42 1992 WPP2 Burson-Marsteller 100 1967 WPP3 Cohn & Wolfe 60 1989 WPP4 Euro RSCG UK 240 1998 Havas5 Fishburn Hedges — 1991 AMVBBDO/Omnicom6 Fleishman-Hillard 130 1987 Omnicom7 Hill & Knowlton 230 1969 WPP8 Staniforth 20 1978 Omnicom9 Porter Novelli 75 1972 Omnicom

10 Weber Shandwick — 1974 Interpublic Group

ONES TO WATCH1 3 Monkeys 57 2003 independent2 33Seconds 8 2011 independent3 Beige London 15 2011 independent4 Diffusion 25 2008 independent5 EML Wildfire 18 2011 independent6 Immediate Future — 2004 independent7 Lucre Social 8 2010 independent8 Meanwhile 9 2010 independent9 Saint@RKCR/Y&R 55 2007 RKCR/Y&R

10 Umpf 4 2009 independent