Transcript ICOM INTERGRATED INTERNATIONAL INDEPENDENT GARY …

INTRODUCING ICOM
The global independent
communications network
FOR AGENCIES
 Who want:
 International resources, support &
connections for 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 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
network
 Agencies owned/operated locally
 Members own ICOM
 Cooperation high – overhead low
ICOM IS INTERNATIONAL
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Total billings + $2.5 billion USD
Total income + $380 million
70 member agencies
80 offices
50 countries
GLOBAL COVERAGE
ICOM STRUCTURE
 Entrepreneurial/collegial/no politics
 Simple By-laws & Policies
 Governed by Board of Directors
ICOM FINANCES
 Organized as non-profit
 Income from member dues & fees
 Budget approved annually, reviewed
quarterly by the Board
THE ICOM IDEA
 What’s best from the multi-nationals
 What’s best about being independent
ICOM
Independents
Multinationals
THE MISSION(s)
 Provide effective integrated
communications resources to clients
internationally
 Provide a free exchange of ideas,
information & support for 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
 Hilton (Hotels): Thailand/Creative Inhouse
(lead), Rayken/China
 Corningware (cookware): USA/C-K Chicago
(lead) & USA/Viva Miami
 AirTran (Airlines): USA/C-K Chicago (lead),
Puerto Rico/Arteaga
 ABIC (food): Brazilian Assn. of Coffee
Indstries – Brazil/Rino Publicidade (lead & USA,
Chile, Germany & France
 Brooke Capital Corp (Insurance Agency
Franchisor):Kansas City/BKV (lead agency),
Chicago/CKPR
SHARED ACCOUNTS
 Guatemala Tourism Commission (Tourism):
Guatemala/Jaquemate (lead) & El Salvador/Publinter
& Brazil/Rino Publicidade
 Oil Can Henry’s (auto service): USA Miami/Viva&
USA Portland/Turtledove Clemens
 European Commission (Consumer Rights):
Belgium/Fast (lead ), Malta/Switch, Slovenia/Kraft &
Werk, Czech Republic, Slovakia/Magic Seven,
Hungary/Victoria CyberCom, Poland/BrandStorm
 USO (nonprofit): USA Virginia/Williams Whittle
(advertising) & USA/C-K Chicago (PR)
SHARED ACCOUNTS
 Wellcare (insurance): USA/C-K Chicago
(lead) & USA Miami/Viva
 Maxiefectivo (Financing):
Guatemala/Jaquemate (lead), El
Salvador/Publinter
HOW IT WORKS
 Lead Agency:
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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
ICOM IS INTEGRATED
 Members do more than ads:
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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
 Beijing ‘09
 Annual Regional Meetings ’08
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Asia/Pacific - Taipei
Europe/Middle East/Africa - Bucharest
North American - Boston
Latin American – Lima
INTERCONNECTED
 ICOM web site:
 www.icomagencies.com
 Public side:
 General Network Information
 Member Portfolios
 Publicity Clips, Newsletter
 Contact Links
INTERCONNECTED
 Members Only side (protected):
 Library of Cases, 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
ICOM MEMBERSHIP BENEFITS
 International Connections For Client Support
 Global Resources
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Market Intelligence
Database & Library Resources
Media Research Access & Buying
Translation & creative services
Client services
 Networking with Non-competitive Peers
 New Business Opportunities*
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 $2,950 USD annually
 Plus .0012 of last year’s income
 Expenses for meetings
MEMBERSHIP RESPONSIBILITIES
 Shared accounts:
 In new business pitches, members
do not charge for participation if
they will benefit from a win.
 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.
Industry
Technology
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Subject
Name check
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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?
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Region
Asia Pacific, Europe, Latin America, North America
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Industry
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Subject
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Project
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Department Stores
Do it Yourself promotional booklets
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
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Asia Pacific, Europe, Latin America, North America
Industry - Tourism
Subject
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Reference Material
Project
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Region
- Asia Pacific, Europe
Can you please send any advertising materials/ collateral
on Casino and theme park.
Industry
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Subject
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Project
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Department Stores
Do it Yourself promotional booklets
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
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Asia Pacific, Europe, Latin America, North America
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
 Requests with less than 72 hours turn
around may not be honored
 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 he feels its 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 needs a reporter
 Send story 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?