Introducing ICOMW

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 AgenciesICOM for Agencies

Who want:International resource with local market focus

Local owners, integrated services ... where clients interests come first

Who don’t want:Holding company bureaucracyWall Street focus

ICOM for ClientsICOM for Clients

INDEPENDENT

INTERNATIONAL

INTEGRATED

INTERACTING

INTERCONNECTED

ICOM isICOM is

Founded 1950 as a multi-local regional network to serve McDonalds in the USA

ICOM is IndependentICOM is Independent

Agencies owned/operated locally

Members own ICOM – not the reverse

Cooperation high – overhead low

Without politics

ICOM is IndependentICOM is Independent

Total billings + $3.5 billion USD

Total income + $500 million

90 member agencies

64 countries

ICOM is InternationalICOM is International

Global CoverageGlobal Coverage

Entrepreneurial/collegial/fraternal

Simple By-laws & Policies

Led by Executive Director & 2 staff

Governed by Board of Directors9 members Chairman serves 2 years

ICOM StructureICOM Structure

Organized as non-profit

Income from member dues & fees

Budget approved annually, reviewed quarterly by the Board

ICOM FinancesICOM Finances

The best from the multi-nationals The best about being independent

ICOM

Independents Multinationals

The ICOM IdeaThe ICOM Idea

Provide effective integrated communications resources to member’s clients internationally

Provide a free exchange of ideas, information & support to members

The Mission(s)The Mission(s)

Strategic PlanningAdvertisingInteractive

DesignEventsDirectCRMPR

What we doWhat we do

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

International StandardsInternational Standards

B2C & B2B clients

Corporate &

Institutional

Private & Public

Companies

Worldwide &

Regional

International Experience

How we do itHow we do it

Lead agency

Prime client contact

Sets priorities, strategies &

schedules

Works centralized or decentralized

Monitors/enhances work of network

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)

Shared AccountsShared 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)

Shared AccountsShared Accounts

No member does everything,

but the network can do anything

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

ICOM is InteractingICOM is Interacting

ICOM web site:www.icomagencies.com

Public side: - General Network Information- Member Portfolios - Publicity Clips - Monthly Newsletter - Contact Links

InterconnectedInterconnected

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

InterconnectedInterconnected

• 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.

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

Client BenefitsClient 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

Membership BenefitsMembership Benefits

Attend at least one ICOM meeting a year

Comply with By-laws & Policies

Respond to network requests

Members must pay dues & fees

Membership ResponsibilitiesMembership 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.

Membership ResponsibilitiesMembership 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

Membership ResponsibilitiesMembership 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 …

Membership ResponsibilitiesMembership Responsibilities

 

  Project   We are working with a company that wants to launch a new brand for electrical mobility solutions. We now need your input to determine the suitability of these names in your market (especially in English speaking countries). Here are the names: a) Citywatt b) Voltin c) City-volt d) Free-Watt

Could you please let me know: 1) What kind of negative/ positive impressions do the names give to you? 2) Which name would sound best to you for this kind of electrical device, and why?

 

Project   We have a DIY store client. We are doing a competition review for them and need your help. Please send us by e-mail, promotional booklets of any DIY stores you can find. Please find attached an example of what we are looking for.

Region   Asia Pacific, Europe, Latin America, North America

Industry   Tourism

Subject   Reference Material

Project   Can you please send any advertising materials/ collateral on Casinos and theme parks. 

Region    Asia Pacific, Europe

     

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

Membership ResponsibilitiesMembership Responsibilities

MAR Non-BillableLess than 2 hours of staff time, no out-of-pocket expenses

May push back on a request marked “non-billable” if deemed unfair

Membership ResponsibilitiesMembership Responsibilities

Building ICOM brand:- To inform & enthuse employees- To keep & grow current clients- To help win new clients

Membership ResponsibilitiesMembership Responsibilities

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

Membership ResponsibilitiesMembership 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

Membership ResponsibilitiesMembership Responsibilities

Contact:Gary Burandt, Executive Director

burandt@icomagencies.comMobile: 1 720 261 4829

Questions ?Questions ?

Thank You