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INTRODUCING ICOM

INTRODUCING ICOM. For international marketers looking for an alternative to the holding company agencies. FOR MARKETERS. Who want: International marketing communications resource with local market focus Agency owners offering integrated services ... where clients’ interests come first

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INTRODUCING ICOM

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  1. INTRODUCING ICOM For international marketers looking for an alternative to the holding company agencies

  2. FOR MARKETERS • Who want: • International marketing communications resource with local market focus • Agency owners offering integrated services ... where clients’ interests come first • Who don’t want: • Holding company bureaucracy • Wall Street focus

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

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

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

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

  7. GLOBAL COVERAGE

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

  9. ICOM FINANCES • Organized as non-profit • Members pay dues to belong • Without the bureaucracy & overhead of the multinationals, ICOM is usually faster, cheaper and more flexible

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

  11. THE MISSION • Provide effective integrated communications resources to member’s clients internationally

  12. 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

  13. SHARED ACCOUNTS • New clients usually begin with one member of the ICOM network • However, there are a number of accounts that have grown to be served by multiple members • A few recent examples …

  14. SHARED ACCOUNTS Maison De La France (Tourism): France/Dassas (lead), Sweden/Morkman Tunisian Holiday (Tourism): Belgium/FAST (lead), Poland/Brandstorm, Hungary/Victoria CyberCom European Commission (Consumer Rights): Belgium/Fast (lead), Malta/Switch, Slovenia/Kraft & Werk, Czech Republic, Slovakia/Magic Seven, Hungary/Victoria CyberCom, Poland/BrandStorm Algoflash (Gardening Products): France/Dassas (lead), Belgium/FAST

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

  16. 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

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

  18. ICOM IS INTERACTING • Annual International Management Conference • All agencies attend for 4 days in spring • Venue rotates between regions • Annual Regional Meetings • Asia/Pacific • Europe/Middle East/Africa • Americas

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

  20. 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

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

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