INTRODUCING ICOM

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INTRODUCING ICOM

• The global independent communications network

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ICOM FOR AGENCIES

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

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FOR CLIENTS

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

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ICOM IS

• INDEPENDENT
• INTERNATIONAL
• INTEGRATED
• INTERACTING
• INTERCONNECTED

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ICOM IS INDEPENDENT

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

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ICOM IS INDEPENDENT

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

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ICOM IS INTERNATIONAL

• Total billings 3.5 billion USD
• Total income 500 million
• 100 member agencies
• 90 offices
• 80 countries

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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
• 9 members
• Chairman serves 2 years

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ICOM FINANCES

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

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THE ICOM IDEA

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

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THE MISSION(s)

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

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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

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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)

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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

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ICOM IS INTEGRATED

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

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

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ICOM IS INTERACTING

• Annual International Conference
• All agencies attend for 3 days
• Venue rotates between regions
• Sao Paulo 2013
• Annual Regional Meetings
• Attend for 2 days
• Asia/Pacific
• Europe/Middle East
• Africa
• Latin America
• North America

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INTERCONNECTED

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

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INTERCONNECTED

• Members Only side (protected)
• Library of Cases, Best Creative Work
• Past Speeches, Presentations
• Comprehensive Search Engine
• Global Client List Data Base
• Forms Stationery Downloads
• Events Registration
• Member Forums

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CLIENT BENEFITS

• An international network resource that works
  together with a local market focus
• With agencies run by local owners offering
  integrated services ... where clients staff are
  more important than Wall Street

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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

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MEMBERSHIP RESPONSIBILITIES

• Attend at least one ICOM meeting a year
• Comply with By-laws Policies
• Respond to network requests
• Members must pay dues fees

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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 months income.

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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

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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

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  Project  -  We are working with a company that wants to launch a new brand for electrical mobility solutions. 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?
 
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Project  -        We have a DIY store client. 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
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Industry  -  Tourism
Subject  -  Reference Material
Project  -  Can you please send any advertising materials/ collateral on Casinos and theme parks. 
Region  -  Asia Pacific, Europe
     
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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

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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 deemed unfair

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MEMBERSHIP RESPONSIBILITIES

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

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MEMBERSHIP RESPONSIBILITIES

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

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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

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Questions?

• Contact
• Gary Burandt, Executive Director
• burandt_at_icomagencies.com
• Mobile [phone]