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Introducing ICOM

Introducing ICOM. W. ICOM for Agencies. Who want: International resources, support & connections for their clients Exchange of ideas, information for their business Who don ’ t want: Distant management & control. ICOM for Clients. Who want:

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Introducing ICOM

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  1. Introducing ICOM W

  2. ICOM for Agencies • Who want: • International resources, support & connections for their clients • Exchange of ideas, information for • their business • Who don’t want: • Distant management & control

  3. ICOM for Clients • Who want: • International resource with local market focus • Local owners, integrated services ... where clients interests come first • Who don’t want: • Holding company bureaucracy • Wall Street focus

  4. ICOM is INDEPENDENT INTERNATIONAL INTEGRATED INTERACTING INTERCONNECTED

  5. ICOM is Independent Founded 1950 as a multi-local regional network to serve McDonalds in the USA

  6. ICOM is Independent • Agencies owned/operated locally • Members own ICOM – not the reverse • Cooperation high – overhead low • Without politics

  7. ICOM is International • Total billings + $3.5 billion USD • Total income + $500 million • 91 member agencies • 64 countries

  8. Global Coverage

  9. ICOM Structure • Entrepreneurial/collegial/fraternal • Simple By-laws & Policies • Led by Executive Director & 2 staff • Governed by Board of Directors • 9 members • Chairman serves 2 years

  10. ICOM Finances • Organized as non-profit • Income from member dues & fees • Budget approved annually, reviewed quarterly by the Board

  11. The ICOM Idea The best from the multi-nationals The best about being independent ICOM Independents Multinationals

  12. The Mission(s) • Provide effective integrated communications resources to member’s clients internationally • Provide a free exchange of ideas, information & support to members

  13. What we do • Strategic Planning • Advertising • Interactive • Design • Events • Direct • CRM • PR

  14. International Standards • ICOM agencies may use common formats • Strategy Forms • Client Communication Brief • Competitive Analysis Summary • Agency Media Brief • Agency Copy Brief • Media, Marketing, Creative Planning Models

  15. International Experience B2C & B2B clients Corporate & Institutional Private & Public Companies Worldwide & Regional

  16. How we do it Leadagency Prime client contact Sets priorities, strategies & schedules Works centralized or decentralized Monitors/enhances work of network

  17. Shared Accounts • Crocs (Shoes): USA/ (lead), Cramer Krasselt • Mantis (Tillers): USA (lead), BKV • Navistar (Trucks) : Brazil (lead), Rino • European Commission (Consumer Rights): Belgium/Wondercom (lead) • Algoflash (Gardening Products): France/QDO (lead)

  18. Shared Accounts • Petrobrás (Oil): Argentina/Diálogo (lead) & Uruguay/Da Vinci • Maxiefectivo (Financing): Guatemala/Jaquemate (lead) • OpticasDevlyn (Optical retail): Guatemala/Jaquemate (lead) • AirTran (Airlines) - USA/C-K Chicago (lead), Puerto Rico/Arteaga • Natura (Cosmetics/Beauty products) Argentina/Diálogo (lead)

  19. No member does everything, but the network can do anything

  20. ICOM is Interacting • Annual International Conference • - All agencies attend for 3 days • - Venue rotates between regions • - Athens 2014 • Annual Regional Meetings • - Attend for 2 days • Asia/Pacific • Europe/Middle East • Africa • Latin America • North America

  21. Interconnected • ICOM web site: • www.icomagencies.com • Public side: • - General Network Information • - Member Portfolios • - Publicity Clips • - Monthly Newsletter • - Contact Links

  22. Interconnected • Members Only side (protected): • - Library of Cases, Best Creative Work • - Past Speeches, Presentations • - Comprehensive Search Engine • - Global Client List Data Base • - Forms & Stationery Downloads • - Events Registration • - Member Forums

  23. NEW YORK (AdAge.com) -- Executives at ICOM, a global network of independent ad agencies, were surveyed by Ad Age about the top digital trends and issues facing their markets in 2010. Among the findings: Facebook and Twitter rule the world (except in China and Spain), but digital budgets are still small and, in some countries, mostly reserved for the bravest of marketers. Oh, and don't insult the monarch in Malaysia.

  24. Client Benefits • An international network resource that works together with a local market focus • With agencies run by local owners offering integrated services ... where clients & staff are more important than Wall Street

  25. Membership Benefits • International Connections For Client Support • Global Resources • - Market Intelligence • - Database & Library Resources • - Media Research Access & Buying • - Translation & creative services • - New business assistance • - Client services • Networking with Non-competitive Peers

  26. Membership Responsibilities Attend at least one ICOM meeting a year Comply with By-laws & Policies Respond to network requests Members must pay dues & fees

  27. Membership Responsibilities • Shared accounts: • In new business pitches, members do not charge members for participation if they will benefit from winning. • If a member introduces a client to another member, it is suggested the new agency pay the first agency 5% of the first 6 month’s income.

  28. Membership Responsibilities • Ongoing shared network accounts: • The lead agency & participating agencies must agree on remuneration system beforeworking • Payment options: • Split commissions • Hourly rates • Project fees • Lead agency fees

  29. Membership Responsibilities • Mutual Assistance Requests (MAR): • - May be used to request help in: • Pitching a new account • Gathering media information • Translations • Store checks • Surveys • Samples of advertising • Agency management • Etc. • Samples …

  30. Membership Responsibilities • MAR Rules: • Use ICOM web site search engine first to limit/target request recipients • Copy ICOM HQ on all requests/responses • Note Billable or Non-Billable • Signed off by ICOM representative

  31. Membership Responsibilities • MAR  Non-Billable • Less than 2 hours of staff time, no out-of-pocket expenses • May push back on a request marked “non-billable” if deemed unfair

  32. Membership Responsibilities • Building ICOM brand: • - To inform & enthuse employees • - To keep & grow current clients • - To help win new clients

  33. Membership Responsibilities • Communicate: • - Internally through THE GLOBE newsletter: • Each member assigns a reporter • Send stories periodically • Insure readership at all levels

  34. Membership Responsibilities • Communicate Externally with PR: • Publicity easy with good stories • Stories on network activities, how ICOM helps clients, how agencies share resources, etc. • Contact Nancy Giges, ICOM’s Media Relations Director, for help

  35. Questions ? Contact: Gary Burandt, Executive Director burandt@icomagencies.com Mobile: 1 720 261 4829

  36. Thank You

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