A survey of members by independent agency network ICOM (International Communications Agency Network) reveals widespread belief among agency bosses that the internet and interactive communications will be a prime factor in transforming their companies into multidisciplinary businesses.

Of ICOM’s 74 member agencies in forty-four countries, over thirty responded to the survey, with nineteen citing the net and interactivity as the factors likely to have the greatest impact on their business in 2001.

Other key areas likely to affect agency development, respondents say, are economic slowdowns or political turmoil in certain countries, problems in recruiting qualified personnel and ongoing integration of services.

News source: Advertising Age - Interactive Daily