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
 ID: Team
 Password: ICOM
 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