Download - Who’s Here?
Gary Burandt, Executive Director
INTRODUCING ICOM
The global independent communications network
ICOM FOR AGENCIES
Who want: International resources, support &
connections for their clients Exchange of ideas, information for
their business
Who don’t want: Distant management & control
FOR CLIENTS
Who want: International resource with local market
focus Local owners, 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 Members own ICOM – 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 Led by Executive Director & 2 staff Governed by Board of Directors
2 Members from each of 4 regions
ICOM FINANCES
Organized as non-profit Income from member dues & fees Budget approved annually, reviewed
quarterly by the Board
THE ICOM IDEA
The best from the multi-nationals The best about being independent
ICOM Independents Multinationals
THE MISSION(s)
Provide effective integrated communications resources to member’s clients internationally
Provide a free exchange of ideas, information & support to members
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 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)
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
No member does everything,but the network can do anything
ICOM IS INTERACTING
Annual International Management Conference All agencies attend for 4 days Venue rotates between regions Toronto ‘11
Annual Regional Meetings ’11 Asia/Pacific – Kuala Lumpur Europe/Middle East/Africa – Solvenia Americas – San Juan
INTERCONNECTED
ICOM web site: www.icomagencies.com
Public side: General Network Information Member Portfolios Publicity Clips, Monthly Newsletter Contact Links
INTERCONNECTED
Members Only side (protected): Library of Cases, Best Creative Work Past Speeches, Presentations Comprehensive Search Engine Client List Data Base Forms & Stationery Downloads Events Registration Member Forums
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
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
MEMBERSHIP RESPONSIBILITIES
Attend at least one ICOM meeting a year (Global or Regional)
Comply with network By-laws & Policies
Respond to network requests promptly
MEMBERSHIP RESPONSIBILITIES
Members must pay dues & fees: Dues $3,000 USD annually Plus .0012 of last year’s income Expenses for meetings
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 month’s income.
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
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 …
Project -
We are working with a company that wants to launch a new brand for electrical mobility solutions: 2 or 3 wheels, electrical scooters (all kind of models), electrical bikes etc. Their first store will be here in Lille. 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? 3) For the last name: Free-Watt - We mean here free as liberty not as ‘no money’, is there a possibility of confusion in English? 4) Other comments?
Industry - Department Stores
Subject - Do it Yourself promotional booklets
Project -
We have a DIY store client which named AKI. 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
Industry -
Tourism
Subject -
Reference Material
Project -
Can you please send any advertising materials/ collateral on Casinos and theme parks.
Region -
Asia Pacific, Europe
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
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 its deemed unfair
MEMBERSHIP RESPONSIBILITIES
Building ICOM brand: To inform & enthuse employees To keep & grow current clients To help win new clients
MEMBERSHIP RESPONSIBILITIES
Communicate: Internally through THE GLOBE
newsletter: Each member assigns a reporter Send stories periodically Insure readership at all levels
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, ICOM’s Media Relations Director, for help