Abracom survey with 168 communication agency clients presents an overview of the sector
The corporate communication market has gained increasing importance for companies, a context that led Abracom (Brazilian Association of Communication Agencies) to carry out ‘Radar’, a survey that seeks to understand the dimensions of the activity. Among those interviewed, 168 customers from industry, commerce and services of agencies associated with the entity.
The study showed that 54% of the companies indicated that they intend to increase their investments in communication in the next three years. Among the clients’ expectations about the attributes of an agency, are the planning capacity and strategic vision, considered important by 67%, and the good relationship with the press vehicles, mentioned by 58% of the interviewees.
These data are reinforced by the customers’ ‘wish list’, which indicate the relationship with the media in 86% of the responses, while 78% cite planning and communication strategies, 73% crisis management and between 41 and 64% are listed several services linked to communication in the digital environment.
Intensifying the use of data analysis was identified by 55% of leaders as the highest priority for their companies in the area of corporate communication. For 45%, the agencies should help the communication area to have more relevance within the company itself, generating results. The expansion of the brand’s presence within the digital environment was identified as a priority by 42%.
