The agency industry with PR DNA is growing rapidly. The fee revenues of German agencies increased by 12.8 percent in fiscal year 2022. The market volume of all PR agencies participating in the ranking was 720.1 million euros. After the difficult Corona period in fiscal 2020 (- 7.2 percent) and the recovery year 2021 (+ 15 percent), the market continues to grow – although slightly weaker than in the previous year. This was the result of the current Pfeffer ranking of the “PR Journal”, which is named after its founder and publisher Gerhard Pfeffer.
The development is also reflected in the number of employees. The staff in PR agencies increased by 7.2 percent in 2022 – after 3.4 percent in the previous year and – 1.4 percent in 2020. Especially the agencies in the large metropolitan areas of Hamburg, Berlin, Düsseldorf, Frankfurt, Stuttgart and Munich seem to feel the shortage of skilled workers more strongly, which is why the increase in employees is behind the market growth.
Nicarus again reached the previous year’s level and once again landed among the top 3 agencies in the Rhine-Neckar metropolitan region. The Pfeffer ranking explicitly identifies nine metropolitan areas in Germany for this purpose. In the consolidated main and additional ranking of PR agencies, Nicarus was able to move up 14 places and came in at number 85, once again placing us among the top 100 agencies in Germany.
All things considered, Nicarus generated sales of 1.0 million euros in fiscal year 2022 – and thus remained at the previous year’s level. The agency specializes in creating digital content for public relations, social media, online marketing and employer branding and delivering it across all channels. Especially in the area of employer branding, the agency was able to win new customers and projects.
“The requirements on communication continue to increase. Companies need to position themselves more strongly on sustainability, carbon footprint, diversity and other socio-political issues,” explains Peter Verclas, CEO of Nicarus. “On the other hand, technical requirements are growing due to data analytics, CommTech and artificial intelligence.”
Following the renaming of “Donner und Doria PR” to “Nicarus – Agency for Digital Content” at the turn of the year 2021/22 and the launch of the new, digital brand, the agency plans to specifically expand its range of services, further internationalize its business and further develop its internal organization in the current fiscal year.
The Pfeffer Ranking is published annually by “PR Journal” editor and ranking maker Gerhard Pfeffer in cooperation with the GPRA (German: Gesellschaft der führenden PR- und Kommunikationsagenturen e.V.). Unfortunately, fewer agencies participated in this year’s 27th ranking than in the previous year (minus 8.8 percent).
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