INTRODUCING ICOM

1
INTRODUCING ICOM

• The global independent communications network

2
FOR AGENCIES

• Who want
• International resources, support connections
  for clients
• Exchange of ideas, information for
• their business
• Who dont want
• Distant management control

3
FOR CLIENTS

• Who want
• International resource with local market focus
• Local owners, integrated services ... where
  clients come first
• Who dont want
• Holding company bureaucracy
• Wall Street focus

4

ICOM is

• INDEPENDENT
• INTERNATIONAL
• INTEGRATED
• INTERACTING
• INTERCONNECTED

5
ICOM IS INDEPENDENT

• Founded 1950 as multi-local network
• Agencies owned/operated locally
• Members own ICOM
• Cooperation high overhead low

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/no politics
• Simple By-laws Policies
• Governed by Board of Directors

9
ICOM FINANCES

• Organized as non-profit
• Income from member dues fees
• Budget approved annually, reviewed quarterly by
  the Board

10
THE ICOM IDEA

• Whats best from the multi-nationals
• Whats best about being independent
• ICOM
• Independents Multinationals

11
THE MISSION(s)

• Provide effective integrated communications
  resources to clients internationally
• Provide a free exchange of ideas, information
  support for members

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

• 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

14
SHARED ACCOUNTS

• Guatemala Tourism Commission (Tourism)
  Guatemala/Jaquemate (lead) El
  Salvador/Publinter Brazil/Rino Publicidade
• Oil Can Henrys (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)

15
SHARED ACCOUNTS

• Wellcare (insurance) USA/C-K Chicago (lead)
  USA Miami/Viva
• Maxiefectivo (Financing) Guatemala/Jaquemate
  (lead), El Salvador/Publinter

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

17
ICOM IS INTEGRATED

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

18

• No member does everything,
• but the network can do anything

19
ICOM IS INTERACTING

• Annual International Management Conference
• All agencies attend for 4 days
• Venue rotates between regions
• Beijing 09
• Annual Regional Meetings 08
• Asia/Pacific - Taipei
• Europe/Middle East/Africa - Bucharest
• North American - Boston
• Latin American Lima

20
INTERCONNECTED

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

21
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

22
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

23
ICOM MEMBERSHIP BENEFITS

• International Connections For Client Support
• Global Resources
• Market Intelligence
• Database Library Resources
• Media Research Access Buying
• Translation creative services
• Client services
• Networking with Non-competitive Peers
• New Business Opportunities

24
MEMBERSHIP RESPONSIBILITIES

• Attend at least one ICOM meeting a year (Global
  or Regional)
• Comply with network By-laws Policies
• Respond to network requests promptly

25
MEMBERSHIP RESPONSIBILITIES

• Members must pay dues fees
• Dues 2,950 USD annually
• Plus .0012 of last years income
• Expenses for meetings

26
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 months income.

27
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

28
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.

29
(No Transcript)
30
(No Transcript)
31
(No Transcript)
32
(No Transcript)
33
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

34
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

35
MEMBERSHIP RESPONSIBILITIES

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

36
MEMBERSHIP RESPONSIBILITIES

• Communicate
• Internally through THE GLOBE newsletter
• Each member needs a reporter
• Send story periodically
• Insure readership at all levels

37
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, ICOMs Media Relations
  Director, for help

38
Questions?