introducing icom for international marketers looking for an alternative to the holding company...
TRANSCRIPT
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INTRODUCING ICOM
For international marketers looking for an alternative to the holding company agencies
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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
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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 ICOM nembers own network – not the
reverse Cooperation high – overhead low Without politics
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ICOM IS INTERNATIONAL
Total billings + $2.5 billion USD Total income + $380 million 70 member agencies 80 offices 50 countries
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GLOBAL COVERAGE
7
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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
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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
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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 Provide effective integrated
communications resources to member’s clients internationally
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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 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
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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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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
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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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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