Transcript Dia 1 - InterDirect Network

The Entrepreneurial Edge
in Global Direct Marketing
Why choose InterDirect?
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You want to grow your direct marketing business globally.
You’d like to gain experience from top direct marketers overseas.
Or…you want a better alternative to your existing direct agency.
InterDirect Facts
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1988 launch
entering 18th year of global direct marketing agency leadership.
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31 markets
across Europe, Central and East Asia, America.
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1250 staff
a world-class team of experienced direct marketing professionals.
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$225 million
turnover (USD revenues) worldwide in 2005.
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3 per year
our network is expanding fast on average by 3 new countries per year.
Our InterDirect members
are active
in the following markets
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Austria
Belgium
China
Denmark
Finland
France
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Germany
Hong Kong
Hungary
India
Ireland
Italy
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Kazakhstan
Netherlands
New Zealand
Norway
Poland
Portugal
Romania
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Russia
Saudi Arabia
Singapore
Spain
Sweden
Switzerland
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Taiwan
Thailand
Turkey
Ukraine
United Arab Emirates
United Kingdom
United States
A Few of the Clients
of our InterDirect members:
Some of our Interdirect Agency managing directors
Pieter van den Busken
Advisory Chairman
InterDirect founder and 40 year
direct marketing pioneer in the
Netherlands.
Ulrich Bruggemann
Leader of B&F, Germany’s leading
independent direct agency.
Leena Basrur (India)
Peter Blau (USA)
Italo De Mas (Italy)
Managing Director,
DIREM - India’s leading
direct agency.
Managing Partner Customer Growth; formerly
Barry Blau & Partners.
President, RCD & Partners,
and renowned direct
marketing lecturer.
Richard Marshall (UK)
Jean Pierre Simon (Spain)
Jo Jo So (SE Asia)
Partner, TMW - Britain’s
largest independent direct
agency.
Managing Director,
ResponseJPS - pan-European
direct marketing innovator.
Managing Director, DM
International - first direct
agency to operate in China,
Hong Kong, and Taiwan.
Alexei Kruzhkov
(Russia) Director,
Connexions - Russian first
home-grown direct
agency.
Marc Rutschmann
The leading Swiss DM
agency.
What’s our Unique Selling Proposition?
Entrepreneurship.
We deliver, in all 31 countries, an agency
owned and operated by successful entrepreneurs
with world class direct marketing expertise.
The Difference is in Our Agencies.
InterDirect Agency
Corporate-Owned Agency
Entrepreneur owned & operated
A direct marketer at the helm
Recruited based on service,
reputation & quality criteria
Long-term continuity of senior
management
Flexible, quick, non-bureaucratic
management style
Owned by holding company
Reports into a general ad exec
Purchased based on a financial
decision
Managers frequently transfer to
other corporate-owned agencies
Inevitable politics and friction of a
complex reporting structure
The Difference to You, as Our Client.
• Expertise. True direct marketing specialists in each country.
• Cost Independent agencies have no ‘corporate overhead’
expense.
• Responsiveness Entrepreneurs are uniquely action-oriented.
• Results As 100% accountable direct marketers, we deliver.
Agency Membership Criteria
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Track record in international direct marketing
World-class client list
Reputation within their own market
Broad base of services, including Strategy, Planning, Database
Highest standards of creative execution
Ability to work across a broad range of response media
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One Final Criterion: Attitude
Independence to us is more than a financial structure; it is a
shared attitude. Since 1988, only 2 agencies have left the network
to join a multi-national ad agency holding company!
In fact, most InterDirect members have prior experience working
for these holding companies - and found that experience to be
unsatisfactory.
Quite simply, we do not think that either a bureaucratic reporting
structure, or the pressure to make quarterly revenue targets, adds
value in a highly creative business.
If you are the kind of client who agrees with this criterion, then we
share a common attitude with you.
A Global ‘Brain Trust’
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By sharing our specialist knowledge and resources, we provide our
clients with an unparalleled base of international expertise.
Each agency will provide you with local market knowledge and
insights. But collectively, we can harness a co-ordinated
international approach to provide integrated solutions across
strategy, creative and database implementation.
Thanks to the immediacy of the internet - and to the calibre of our
agency owners around the world - you have a team of experts in
31 countries collaborating to solve your most complex global
marketing challenge. Here are some examples of our knowledgesharing:
Best Practices
• We share our latest campaigns, tactics and results on our proprietary
intranet so each agency stays current on global direct marketing best
practices.
Strategy
• Agency heads and creatives meet regularly to review direct
marketing strategies across areas such as acquisition, retention,
customer relationship management and loyalty marketing.
Creative
• Seminars and exchange programmes mean that creative departments
across the network are always learning about campaigns that work
both within and across different cultural environments.
Local Knowledge
• Each member can advise others on local market issues such as
data protection, market intelligence, competitor activity, desk
research, sector information and alternative direct response media.
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Flexible Deployment
Our network provides global coverage. But we are much more
flexible in deploying our resources than the typical global
holding company managing “top-down” from a central location.
With InterDirect we can organise our network around your
needs: either on a centralised or de-centralised basis.
Finally, since our key asset is the local expertise of local owners,
we deliver direct marketing programs that are more sympathetic
to your local market needs.
How to Work With Us
There are a number of ways we work with our clients at InterDirect
Network (IDN); here are some of the most common examples:
11. Turn-Key.You select IDN to manage the whole program with
your local IDN agency serving as your point of contact and
manager of deployment across the network.
22. Campaign Development. IDN develops your global direct
marketing campaign, but execution is handled by your own local
offices, with the help of local IDN agencies as necessary.
33. Decentralized. IDN agencies available to your local offices for
any need. IDN assures that brand guidelines, corporate
strategies and best practices are applied across the network.
How to Work With Us
1 You select your own InterDirect Network (IDN) agency to manage
the whole program. Your agency will take full responsibility for
deployment across the network so you have the simplicity and
control of a single point of contact.
IDN
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IDN
2 You appoint a lead InterDirect agency to develop the campaign
centrally and then your company’s local personnel team up with
their local InterDirect member agencies to implement in each
market.
IDN
IDN
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IDN
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3 You work on a completely de-centralised basis with each of your
markets using a local InterDirect agency to develop campaigns as
needed, while benefiting from global best practices shared across
the network.
IDN
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IDN
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Client
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We’ve been there.
Ask us for Directions.
• In addition to flexibility in international deployment, there’s
something else we can offer you: advice.
• We’ve been engaged in direct marketing across borders
for years, and we can suggest the best way for your
company’s specific needs.
InterDirect
Central Coordination Centre
• InterDirect Central Coordination Centre is the administrative
centre, responsible for agency co-ordination and liaison. It also
handles new business enquiries and provides information about
the network. If you would like more information about the network
and its members, or would like to arrange a credentials
presentation, contact us at any of the following:
InterDirect
Central Coordination Centre
Amstelstein House
PO Box 55
1190 AB Ouderkerk/Amstel
(Amsterdam) The Netherlands
Burg. Stramanweg 63
1191 CX Ouderkerk/Amstel
(Amsterdam) The Netherlands
Pieter C. van den Busken
Executive Chairman
InterDirect
Central Coordination Center
Phone: +31 (0) 20 316 24 00
Fax: +31 (0) 20 496 40 81
Website: www.interdirectnetwork.com
Email:
[email protected]
Leena Basrur
Executive Vice-Chairman
InterDirect
Central Coordination Center