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: Distant management & control

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

ICOM IS:•INDEPENDENT

•INTERNATIONAL

•INTEGRATED

•INTERACTING

•INTERCONNECTED

ICOM IS INDEPENDENT

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

ICOM IS INDEPENDENT

Agencies owned/operated locally Members own ICOM – not the reverse Cooperation high – overhead low Without politics

ICOM IS INTERNATIONAL

Total billings + $2.5 billion USD Total income + $380 million 70 member agencies 80 offices 50 countries

GLOBAL COVERAGE

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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

ICOM FINANCES

Organized as non-profit Income from member dues & fees Budget approved annually, reviewed

quarterly by the Board

THE ICOM IDEA

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

ICOM Independents Multinationals

THE MISSION(s)

Provide effective integrated communications resources to member’s clients internationally

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

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

SHARED ACCOUNTS

New accounts are never promised with membership

However, there are a number of accounts served by multiple members

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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)

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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)

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

ICOM IS INTEGRATED

Members do more than ads: Strategic Planning Public Relations Direct Marketing Sales Promotion Event Management Design & Identity Interactive Development

No member does everything,but the network can do anything

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

INTERCONNECTED

ICOM web site: www.icomagencies.com

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

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

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

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

MEMBERSHIP RESPONSIBILITIES

Attend at least one ICOM meeting a year (Global or Regional)

Comply with network By-laws & Policies

Respond to network requests promptly

MEMBERSHIP RESPONSIBILITIES

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

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.

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

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 …

 

  Project  - 

      We are working with a company that wants to launch a new brand for electrical mobility solutions: 2 or 3 wheels, electrical scooters (all kind of models), electrical bikes etc. Their first store will be here in Lille. 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? 3) For the last name: Free-Watt - We mean here free as liberty not as ‘no money’, is there a possibility of confusion in English? 4) Other comments?

 

Industry  -  Department Stores

Subject  -        Do it Yourself promotional booklets

Project  -       

We have a DIY store client which named AKI. 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

     

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

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

MEMBERSHIP RESPONSIBILITIES

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

MEMBERSHIP RESPONSIBILITIES

Communicate: Internally through THE GLOBE

newsletter: Each member assigns a reporter Send stories periodically Insure readership at all levels

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

Questions?

Contact:Gary Burandt, Executive Director

burandt@icomagencies.comMobile: 1 720 261 4829