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The public relations (PR) market in the UK has continued to show strong growth in the 5 years since the recession, with Key Note estimating the market to have increased by 44.8% between 2009 and 2013. A more positive economic outlook, heightened demand for digital and social media solutions, and a rise in merger and acquisition (M&A) activity have acted as key drivers behind the strong industry growth achieved in recent years, with several sectors of the industry continuing to show intense consolidation activity, including within the agency side and the support services sector. This intense M&A activity is thought to have been spurred on by the increasing alignment of PR with other marketing communications disciplines, such as marketing and advertising; with the ‘big four’ global marketing and advertising networks — WPP, Omnicom, Publicis and Interpublic — buying up smaller, niche PR firms in order to improve and develop their position as a ‘one-stop-shop’ for all clients’ communications needs.
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