ICOM Ad Agencies Optimistic In 2005.

In a survey, ICOM agencies, all independently owned and operated, were asked to rate their outlook for the advertising business in 2005 on a scale of 1 to 5 (with 1 being the least positive and 5 being the most positive). The majority of responses fell in the 3-to-4 range with almost half at 4. Only Indonesia, Italy, South Korea and Venezuela fell below 3. And of those, both Indonesia and Venezuela expect 2005 to be a better year for advertising than 2004.

A total of 43 agencies from 33 countries responded to the survey.

“For the first time in quite a few years, the outlook from all regions is quite good,” said ICOM Executive Director Gary Burandt.

Rollinsville, Colo.(U.S.)-based ICOM, whose agencies’ billings total $3 billion annually, periodically conducts surveys among its members to take a pulse on happenings around the world. With 80+ advertising agency members in more than 55 countries, ICOM covers 95% of the world’s markets.

The most optimistic rating—a strong 4.5–came from Wilson Everard Advertising in Melbourne, where Director Andrew Wilson cited a booming stock market and strong Australian dollar as positive signs. (ICOM’s Sydney representative, Oddfellows, wasn’t quite as optimistic, submitting a 3 rating.)

Among the regions, the strongest optimism is held in Latin America and North America, but just slightly ahead of Europe, and then followed by Asia/Pacific.

ICOM, the most balanced of international independent agency networks, offers clients an alternative to the huge and increasingly similar agency groups. Agency members provide a full range of integrated marketing and media communications services. ICOM was founded in 1950 as the National Federation of Advertising Agencies.

Summary of responses

– Latin America—8 countries averaging 3.5. Much optimism—many countries rating 4 including Argentina, Brazil, El Salvador, Panama, Peru.

– North America—11 agencies averaging 3.5. Highest ratings coming from Buffalo, Cincinnati, Mobile, Portland (Ore), Southern California.

– Europe—13 countries averaging 3.38; 4-level ratings coming from Denmark, Germany, Greece, Hungary, Poland, Slovenia, Turkey.

– Asia-Pacific—11 countries averaging 3.23–ranging from low of 2 in Indonesia and Korea to high of 4.5 in Australia. Most optimistic also in Hong Kong, Malaysia, Pakistan.

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