Perhaps the hottest public relations firm in Sweden over the past couple of years, Prime PR entered its 10th year in 2008 with fee income in excess of €10 million and close to 100 employees, enough to make it one of the two or three largest public relations firms in the Nordic market, and a growing reputation beyond the consumer arena where it made its name as it has grown its corporate and public affairs business as well as its consulting and analysis abilities.
Having initially established its reputation in the consumer public relations arena, the firm has diversified considerably and its business is now split into four roughly equal parts: consumer and lifestyle marketing; business-to-business and corporate communications; public affairs; and research and analysis, primarily through a business and lifestyle trends consulting unit called United Minds.
Last year saw continued strong growth, with fee income up by better than 34 percent, and there was new business from SCA, Libresse, Tork, Wasabröd, SAAB, Audi, Stockholm County Council, Swedish Forest Industries Federation, Confederation of Swedish Enterprise, Anticimex, Dannemora Minerals, Abba Seafood, Bonnier, Almega (a forum for service companies), and The Association of Private Care Providers. Existing clients such as IKEA, The Swedish Institute and Alecta continued to expand the scope of their work with Prime, which also continues to work with blue-chip brands such as McDonald’s, TeliaSonera, Save the Children, Electrolux, and adidas.
Highlights of the year included the European launch of Tork for SCA Hygiene Products, the Donken Rap campaign for McDonald’s, development of a global sales strategy for Cinnober; several qualitative surveys in