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Who’s Here?

Who’s Here?. Gary Burandt , Executive Director. INTRODUCING ICOM. The global independent communications network. ICOM FOR AGENCIES. Who want: International resources, support & connections for their clients Exchange of ideas, information for their business Who don ’ t want:

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Who’s Here?

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  1. Who’s Here? • Gary Burandt, ExecutiveDirector

  2. INTRODUCING ICOM The global independent communications network

  3. 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

  4. 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

  5. ICOM IS: • INDEPENDENT • INTERNATIONAL • INTEGRATED • INTERACTING • INTERCONNECTED

  6. ICOM IS INDEPENDENT • Founded 1950 as multi-local regional network to serve McDonalds in the USA

  7. ICOM IS INDEPENDENT • Agencies owned/operated locally • Members own ICOM – not the reverse • Cooperation high – overhead low • Without politics

  8. ICOM IS INTERNATIONAL • Total billings + $2.5 billion USD • Total income + $380 million • 70 member agencies • 80 offices • 50 countries

  9. GLOBAL COVERAGE

  10. ICOM STRUCTURE • Entrepreneurial/collegial/fraternal • Simple By-laws & Policies • Led by Executive Director & 2 staff • Governed by Board of Directors • 2 Members from each of 4 regions

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

  12. THE ICOM IDEA • The best from the multi-nationals • The best about being independent ICOM Independents Multinationals

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

  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. SHARED ACCOUNTS • New accounts are never promised with membership • However, there are a number of accounts served by multiple members

  16. 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)

  17. SHARED ACCOUNTS Petrobrás (Oil): Argentina/Diálogo (lead) & Uruguay/Da Vinci Maxiefectivo (Financing): Guatemala/Jaquemate (lead) Opticas Devlyn (Optical retail): Guatemala/Jaquemate (lead) AirTran (Airlines) - USA/C-K Chicago (lead), Puerto Rico/Arteaga Natura (Cosmetics/Beauty products) - Argentina/Diálogo (lead)

  18. HOW IT WORKS • Lead Agency: • Prime client contact • Sets priorities, strategies & schedules • Works centralized or decentralized • Monitors/enhances work of network • Reports monthly: • Progress against goals • Competitive activity • Financial results, etc

  19. ICOM IS INTEGRATED • Members do more than ads: • Strategic Planning • Public Relations • Direct Marketing • Sales Promotion • Event Management • Design & Identity • Interactive Development

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

  21. ICOM IS INTERACTING • Annual International Management Conference • All agencies attend for 4 days • Venue rotates between regions • Toronto ‘11 • Annual Regional Meetings ’11 • Asia/Pacific – Kuala Lumpur • Europe/Middle East/Africa – Solvenia • Americas – San Juan

  22. INTERCONNECTED • ICOM web site: • www.icomagencies.com • Public side: • General Network Information • Member Portfolios • Publicity Clips, • Monthly Newsletter • Contact Links

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

  24. CLIENT BENEFITS • An international network resource that works well 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 (Global or Regional) • Comply with network By-laws & Policies • Respond to network requests promptly

  27. MEMBERSHIP RESPONSIBILITIES • Members must pay dues & fees: • Dues $3,000 USD annually • Plus .0012 of last year’s income • Expenses for meetings

  28. 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.

  29. MEMBERSHIP RESPONSIBILITIES • Ongoing shared network accounts: • The lead agency & participating agencies must agree on remuneration system before working • Payment options: • Split commissions • Hourly rates • Project fees • Lead agency fees

  30. 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 …

  31. 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

  32. 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 its deemed unfair

  33. MEMBERSHIP RESPONSIBILITIES • Building ICOM brand: • To inform & enthuse employees • To keep & grow current clients • To help win new clients

  34. MEMBERSHIP RESPONSIBILITIES • Communicate: • Internally through THE GLOBE newsletter: • Each member assigns a reporter • Send stories periodically • Insure readership at all levels

  35. 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

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

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