French agencies also seek diversification according to the ANAé survey

No euphoria; agencies remain cautious about the economic environment, which clearly impacts their business. Their average score of the state of the market reaches just 5.5 / 10, while the health of their own businesses is only 5.2 / 10.

Strained relationships with clients. This has been the trend of recent years, although Anae has participated in an interesting collaborative effort with clients (http://www.eventoplus.com/articulo/2360/2/agencias-y-anunciantes-de-la-mano-para-asegurar-concursos-limpios-%C2%A1de-verdad/). The agencies rate the customer relationships at 3.8 / 10 (10 being very good relations).

Limited new business. A data sheds light on the importance of loyalty: the “new business” means only 7% of the gross margins of agencies in 2014, a very low figure indicating the relatively low renewal agencies in the Gallic country.

Destination: vive l´Espagne! Europe accounts for 50% of international destinations. Spain, as always, is in the lead, followed by Italy and Greece. In long distance, USA is leading, ahead of Asia (Malaysia and Thailand are at the top). Then come Brazil, Cuba and Panama, in a strange mix of continents and countries. The strange thing is the absence of the Gulf, where just one in about 100 analysed events took place. The most common group size is 300 to 900 people (42% of total).

Diversification. Not just here agencies are reflecting on their business model: 80% of the surveyed agencies are investing in diversifying their knowledge outside of “pure event”, to better control the keys to communication. Leading creating own events (a big trend we see in Spain too), and expanding to other communication services. In France too, the question is raised of how profitable activity event agency.