The Internet and interactive activity will continue to play a big role in transforming ad agencies into multidisciplinary communications consultants in 2001, according to a survey among members of ICOM (International Communications Agency Network), an independent agency network. More than half the respondents, 19 of the more than 30 agencies responding to the survey, cited the Internet and interactivity as the areas that will have the biggest impact on their businesses in the coming year. Other areas that the agencies see as having major impact are continuing integration of services, difficulty of recruitment of qualified personnel and economic slowdowns or political turmoil in certain countries. ICOM encompasses 74 agencies handling $3 billion in billings in 44 countries worldwide.
Copyright December 2000, Crain Communications Inc.