Monday, December 10, 2007

Can global PR giants succeed in India?

“How big is the Indian PR market?”

“Can global PR agencies succeed in India?”

“Are there enough margins to attract global giants in PR to India?”

These questions have been doing the rounds in the Indian PR industry as rumours persist about the imminent entry more agencies of top networks like Omnicom, WPP and Publicis. Also waiting in the wings are several leading independent agencies, according to the grapevine.

APCO, which is the 18th largest global PR firm with revenues of $ 81.84 million in 2006, launched its operations in India recently.

The India PR industry might still be smaller than APCO’s global operations. The Indian corporates might still be reluctant to pay the kind of fees APCO commands globally. But more agencies like Fleishman-Hillard (launched their operations in India) and Manning Selvage & Lee (announced the acquistion of their Indian partner recently) are entering India.

With the arrival of such giants, 15 of the top 20 global PR agencies have a presence in India (either their own operations or have tie-up with Indian agencies) even as the debate on the questions raised at the beginning of this post continue.

It is not difficult to find answers to such questions, especially because of one’s experience in a global network agency as also a top Indian PR agency.

Watch this space for some interesting updates.


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