introducing icom for international marketers looking for an alternative to the holding company...

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

Questions?

Contact:Gary Burandt, Executive Directorburandt@icomagencies.comMobile: 1 720 261 4829