introducing icom for international marketers looking for an alternative to the holding company...
TRANSCRIPT
INTRODUCING ICOM
For international marketers looking for an alternative to the holding company agencies
FOR MARKETERS
Who want: International marketing communications
resource with local market focus Agency owners offering integrated
services ... where clients’ interests 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 regional network to serve McDonalds in the USA
ICOM IS INDEPENDENT
Agencies owned/operated locally ICOM nembers own network – not the
reverse Cooperation high – overhead low Without politics
ICOM IS INTERNATIONAL
Total billings + $2.5 billion USD Total income + $380 million 70 member agencies 80 offices 50 countries
GLOBAL COVERAGE
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ICOM STRUCTURE
Entrepreneurial/collegial/fraternal Simple By-laws & Policies Governed by Board of Directors
2 Members from each of 4 regions
ICOM FINANCES
Organized as non-profit Members pay dues to belong Without the bureaucracy & overhead of
the multinationals, ICOM is usually faster, cheaper and more flexible
THE ICOM IDEA
The best from the multi-nationals The best about being independent
ICOM Independents Multinationals
THE MISSION Provide effective integrated
communications resources to member’s clients internationally
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
New clients usually begin with one member of the ICOM network
However, there are a number of accounts that have grown to be served by multiple members
A few recent examples …
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SHARED ACCOUNTS
Maison De La France (Tourism): France/Dassas (lead), Sweden/Morkman
Tunisian Holiday (Tourism): Belgium/FAST (lead), Poland/Brandstorm, Hungary/Victoria CyberCom
European Commission (Consumer Rights): Belgium/Fast (lead), Malta/Switch, Slovenia/Kraft & Werk, Czech Republic, Slovakia/Magic Seven, Hungary/Victoria CyberCom, Poland/BrandStorm
Algoflash (Gardening Products): France/Dassas (lead), Belgium/FAST
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SHARED ACCOUNTS
Petrobrás (Oil): Argentina/Diálogo (lead) & Uruguay/Da Vinci
Maxiefectivo (Financing): Guatemala/Jaquemate (lead), El Salvador/Publinter
Opticas Devlyn (Optical retail): Guatemala/Jaquemate (lead), El Salvador/Publinter
AirTran (Airlines) - USA/C-K Chicago (lead), Puerto Rico/Arteaga
Natura (Cosmetics/Beauty products) - Argentina/Diálogo (lead), Peru/Publicidad Causa
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
ICOM IS INTEGRATED
Members do more than ads: Strategic Planning Public Relations Direct Marketing Sales Promotion Event Management Design & Identity Interactive Development
ICOM IS INTERACTING
Annual International Management Conference All agencies attend for 4 days in spring Venue rotates between regions
Annual Regional Meetings Asia/Pacific Europe/Middle East/Africa Americas
INTERCONNECTED
ICOM web site: www.icomagencies.com
Public side: General Network Information Member Portfolios Publicity Clips, Monthly Newsletter Contact Links
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
