INTRODUCING ICOM

FOR

Invented for clients

Who want:

– Global access/resources

– Consistent and involved agency management

– Deep understanding of local markets

– Integrated communications services

And, who don’t want:

– Bureaucracy, politics and mergers

– Agencies more concerned about their shares than their

service

Icom is independent

Founded in 1950 as independent network

Agencies owned and operated locally

Owners respected/connected locally

Multi-local, not multi-national

Members own the network

Cooperation is high

Overhead is low

Icom is international Most balanced independent network

Covers 98% of world’s markets

Total billings $3 billion USD

77 member agencies

3,000 employees

90 offices

46 countries

Icom coverage

Icom coverageAUSTRIABELGIUM

BULGARIADENMARKFINLANDFRANCEGERMANYIRELANDITALY

NETHERLANDSNORWAY

RUSSIA

SPAINSWEDEN

SWITZERLANDUK

UKRAINIA

YUGOSLAVIA

The Icom idea

Use the best practices/disciplines from the multinationals Keep the entrepreneurial spirit/flexibility of independents

ICOM

Independents Multinationals

International standards ICOM agencies apply common international

standards to move ideas/information globally:

Strategy Selection Outline

Creative Work Plan

Media Planning Models and Plans

Competitive Analysis Summary

Management Assistance Requests

ICOM standard formats/stationery

Icom is integrated

Members do more than advertising:

– Strategic Planning

– Public Relations

– Direct Marketing

– Sales Promotion

– Event Management

– Design & Identity

– Interactive Development

Integration means

Deep involvement in a client’s business

More ways to help meet marketing goals

Results in long-lasting relationships…

86% of ICOM agencies have one or more clients from

their year of founding

Client benefits of Icom

More international resources at hand

A global network, directed by his agency, that works

together with local market focus

Agencies run by local owners that offer integrated

services... where clients and staff are more important than

shareholders

INTRODUCING OUR CLIENTS

Served in more than three countries

– Toshiba - Copiers

– E&J Gallo - California wines

– Kodak- Health Imaging

– Compo/Algoflash - plant food

– Peugeot - Automobiles

– Belgian Tourism

– Mars - Ebly Wheat

– JI Case - Construction equipment

Toshiba

E&J Gallo

Compo/Algoflash

Peugeot

Belgian Tourism

Ebly Wheat

Case

INTRODUCING OUR CE EXPERIENCE

Our strategy with Case CE

• Global look/Global message• International Styling• International control of graphics• European positioning• European pool of advertising subjects• Draw of artwork/trans/etc from central source• Local execution and study

Local production

• General Products

• Corporate

• Vertical Markets

• Specific Products

•Corporate

Our system with Case CE

CASEU.S HQ

CASEEurope

AgencyGlobalCo-ordinator

AgencyRegional Co-ordinator

COUNTRIES

Case procedures

• Monthly country status reports• Two agency group meetings per year• Standard creative brief • Local executions - all proofs cleared through CASE Europe and Lead Agency• All local ads circulated within network• Annual competitive analysis

Creative

Creative

Creative

Creative

Creative

INTRODUCING OUR STRATEGIC PLANING

Positioning brands

• Brand positioning is critical to the success of any brand.

• Our goal is to create Positioning Statements for each brand, breaking the rules of its industry and able to built a strong recognition.

• A process in 3 stages : Attention / Intention / Implementation

The Icom brand positioning statement