Transcript icom intergrated international independent gary burandt executive

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
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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 …
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
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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, etc
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
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
Questions?
Contact:
Gary Burandt, Executive Director
[email protected]
Mobile: 1 720 261 4829