Transcript Dia 1

The Entrepreneurial Edge
in the Global Direct Marketing
Agency World
Why InterDirect Network?
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You want to grow your direct marketing agency.
You’d like access to large, multinational clients.
You want to do it without giving up your independence.
InterDirect Facts
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1988 launch
entering 18th year of global direct marketing agency leadership.
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31 markets
across Europe, Central and East Asia, America.
• 1250 staff
a world-class team of experienced direct marketing professionals.
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$225 million
turnover (USD revenues) worldwide in 2005.
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3 per year
our network is expanding fast on average by 3 new countries per year.
Our InterDirect members
are active
in the following markets
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Austria
Belgium
China
Denmark
Finland
France
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Germany
Hong Kong
Hungary
India
Ireland
Italy
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Kazakhstan
Netherlands
New Zealand
Norway
Poland
Portugal
Romania
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Russia
Saudi Arabia
Singapore
Spain
Sweden
Switzerland
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Taiwan
Thailand
Turkey
Ukraine
United Arab Emirates
United Kingdom
United States
Some of our Interdirect Agency managing directors
Pieter van den Busken
Advisory Chairman
InterDirect founder and 40 year
direct marketing pioneer in the
Netherlands.
Ulrich Bruggemann
Leader of B&F, Germany’s leading
independent direct agency.
Leena Basrur (India)
Peter Blau (USA)
Italo De Mas (Italy)
Managing Director,
DIREM - India’s leading
direct agency.
Managing Partner Customer Growth; formerly
Barry Blau & Partners.
President, RCD &
Partners, and renowned
direct marketing lecturer.
Richard Marshall (UK)
Jean Pierre Simon (Spain)
Jo Jo So (SE Asia)
Partner, TMW - Britain’s
largest independent direct
agency.
Managing Director,
ResponseJPS - pan-European
direct marketing innovator.
Managing Director, DM
International - first direct
agency to operate in China,
Hong Kong, and Taiwan.
Alexei Kruzhkov
(Russia) Director,
Connexions - Russian
first home-grown direct
agency.
Marc Rutschmann
The leading Swiss DM
agency.
Agency Membership Criteria
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By invitation only; available to only one agency per country
Track record in international direct marketing
Excellence of client list
Reputation within your own market
Broad base of services, including Strategy, Planning, Database
Highest standards of creative execution
Ability to work across a broad range of response media
Must be independently owned
What’s In It for You?
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Knowledge. Gain direct marketing expertise from around the world.
Client access. Acquire new leads and participate in joint pitches.
Flexibility. Network globally without major commitments or cost.
Enjoyment. Attend our twice-yearly conferences in exciting places.
How it Works
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Voluntary cooperation
Network sets few rules or requirements
Agencies encouraged to share leads without finders’ fees
Agencies retain full control over their clients and finances
Network charges minimal dues to cover central administration
Services the Network Provides (1)
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Conferences. Special Manager’s Meeting in Spring, InterDirect
Forum in the Fall; each time hosted by a different member agency in
their home city.
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Public Relations. PR program distributes stories to world media.
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Intranet. Internal website sharing best campaigns and best practices
Services the Network Provides (2)
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Association Memberships. IDN belongs to associations including
DMA and FEDMA, among members and shares the information
across our network.
Communications. Network alerts members to special opportunities,
promotes knowledge-sharing and ongoing dialogue between
members.
A Few of the Clients
of our InterDirect Members:
What’s our Unique Selling Proposition?
Entrepreneurship.
We deliver, in all 31 countries, an agency
owned and operated by successful entrepreneurs
with world class direct marketing expertise.
One Final Criterion: Attitude
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Independence to us is more than a financial structure; it is a
shared attitude. Since 1988, only 2 agencies have left the network
to join a multi-national ad agency holding company!
In fact, most InterDirect members have prior experience working
for these holding companies - and found that experience to be
unsatisfactory.
Quite simply, we do not think that either a bureaucratic reporting
structure, or the pressure to make quarterly revenue targets, adds
value in a highly creative business.
If you are the kind of client who agrees with this criterion, then we
share a common attitude with you.
A Global ‘Brain Trust’
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By sharing our specialist knowledge and resources, we provide our
clients with an unparalleled base of international expertise.
Each agency will provide you with local market knowledge and
insights. But collectively, we can harness a co-ordinated
international approach to provide integrated solutions across
strategy, creative and database implementation.
Thanks to the immediacy of the internet - and to the calibre of our
agency owners around the world - you have a team of experts in
31 countries collaborating to solve your most complex global
marketing challenge. Here are some examples of our knowledgesharing:
Best Practices
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We share our latest campaigns, tactics and results on our proprietary
intranet so each agency stays current on global direct marketing
best practices.
Strategy
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Agency heads and creatives meet regularly to review direct
marketing strategies across areas such as acquisition, retention,
customer relationship management and loyalty marketing.
Creative
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Seminars and exchange programmes mean that creative
departments across the network are always learning about
campaigns that work both within and across different cultural
environments.
Local Knowledge
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Each member can advise others on local market issues such as data
protection, market intelligence, competitor activity, desk research,
sector information and alternative direct response media.
Flexible Deployment
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Our network provides global coverage. But we are much more
flexible in deploying our resources than the typical global
holding company managing “top-down” from a central location.
With InterDirect we can organise our network around your
needs: either on a centralised or de-centralised basis.
Finally, since our key asset is the local expertise of local owners,
we deliver direct marketing programs that are more sympathetic
to local market needs.
How to Work With Us
There are a number of ways we work with our clients at InterDirect
Network (IDN); here are some of the most common examples:
11. Turn-Key.The client selects IDN to manage the whole program
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with a local IDN agency serving as the point of contact and
manager of deployment across the network.
Campaign Development. IDN develops your global direct
marketing campaign, but execution is handled by the local
offices, with the help of local IDN agencies as necessary.
Decentralized. IDN agencies available to the client’s local
offices for any need. IDN assures that brand guidelines,
corporate strategies and best practices are applied across the
network.
How to Work With Us
1 The client selects an own InterDirect Network (IDN) agency to
manage the whole program. This agency will take full responsibility
for deployment across the network so the client has the simplicity
and control of a single point of contact.
IDN
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2 The client appoints a lead InterDirect agency to develop the
campaign centrally and then the client’s local personnel team up
with their local InterDirect member agencies to implement in each
market.
IDN
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IDN
Lead
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Client
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3 The client works on a completely de-centralised basis with each of
the markets using a local InterDirect agency to develop campaigns
as needed, while benefiting from global best practices shared
across the network.
IDN
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Client
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Why Not Talk With Us?
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Whether or not you feel you are ready to join our network,
it’s valuable to talk with us.
We can tell you what we’ve learned in over 18 years of
global direct marketing, and we’d love to learn what you can
tell us about your part of the world.
Give us a call or email today.
InterDirect
Central Coordination Centre
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InterDirect Central Coordination Centre is the administrative
centre, responsible for agency co-ordination and liaison. It also
handles new business enquiries and provides information about
the network. If you would like more information about the network
and its members, or would like to arrange a credentials
presentation, contact us at any of the following:
InterDirect
Central Coordination Centre
Amstelstein House
PO Box 55
1190 AB Ouderkerk/Amstel
(Amsterdam) The Netherlands
Burg. Stramanweg 63
1191 CX Ouderkerk/Amstel
(Amsterdam) The Netherlands
Pieter C. van den Busken
Executive Chairman
InterDirect
Central Coordination Center
Phone: +31 (0) 20 316 24 00
Fax: +31 (0) 20 496 40 81
Website: www.interdirectnetwork.com
Email:
[email protected]
Leena Basrur
Executive Vice-Chairman
InterDirect
Central Coordination Center