For the first time PRWeek has released its top 50 digital consultancies in the UK and Hotwire Group – including Hotwire, Skywrite and 33 Digital – achieved a top 3 placing. It’s great to see PRWeek breaking out of the traditional ‘Top 150’/‘Top 50 by sector’ mould, proving the business opportunity that digital income offers agencies of all sizes. A recent survey we conducted through the Holmes Report also revealed that 46 per cent of communications professionals believe that PR has the greatest influence over social media, compared to 36 per cent who rated marketing as the most influential.
Some quick analysis of the rankings also highlights a couple of interesting insights into the growing importance of digital to PR agencies. Firstly, the average across the top 50 for digital fee income is 26% of total fees, while the top 10 recorded an average of 47% of their business coming from digital activity. This accounts for an estimated £3.6m of digital business each. Across all of the top 50 agencies, this totals up to just under £56m of digital work.
The other interesting point is the range of agencies clearly doing great digital work, from the big multi-nationals with their dedicated digital teams, right down to the smaller boutique agencies with just 8-15 people. In fact, 17 of the top 50 ranked in the bottom half of the Top 150 (with 2 not appearing at all). Therefore, whether it’s three people in a basement or an entire floor of digital specialists, it’s clear to see that digital is here to stay.
(Previously posted to Hotwire Interactive)