e u r o p e

JULY 16TH, 2001

STATEMENT

Invented For Clients

Who want :

• Global access/ressources via their local agency

• Consistent and involved agency management

• Deep understanding of local markets

• Integrated communications services

• Faster response times

STATEMENT

THE ICOM IDEA

• Use what is best of the multinationals• Keep what is best about being independent

• •

multinationalsindependents

ICOM

STATEMENT

PART 1 :

ICOM CREDENTIALS

CREDENTIALS

ICOM IS• INDEPENDENT

• INTERNATIONAL

• INTEGRATED

• INTERACTING

• INTERACTIVE

• INTERCONNECTED

CREDENTIALS

ICOM IS INDEPENDENT

• Founded in 1950 as independent network• Agencies owned and operated locally• Owner respected/connected locally• Multi-local, not multi-national• Members own the network• Cooperation is high• Overhead is low

CREDENTIALS

ICOM IS INTERNATIONAL

• Most balanced independent network• Covers 90% of world’s markets• Total billings exceed $3 billion • 64 member agencies• 2,300 employees• 41 countries

CREDENTIALS

ICOM regions

• North America ($1.7b) Kansas City HQ• Latin America ($300m) San Juan HQ• Asia ($600m) Manilla HQ• Europe ($400m) Paris HQ• Middle East ($60m) Dubai HQ

CREDENTIALS

THE ICOM BOARD

• The four Regional Directors• Four at-large Directors (1 from each region)• The Executive Director• The Manager of Administration

CREDENTIALS

ICOM COVERAGE

EUROPEAN OFFICES

AUSTRIA

BELGIUM

DENMARK

FINLAND

FRANCE

GERMANY

IRELAND

ITALY

ISRAEL

NETHERLANDS

NORWAY

SPAIN

SWEDEN

SWITZERLAND

UK

YUGOSLAVIA

CREDENTIALS

INTERNATIONAL CLIENTSServed in more than three countries:

• JI Case - earth moving equipment• US Potato Board - frozen foods• Metsae Tissue - paper products• Sanford - writing instruments• Mars/Elby - pasta products• Gallo - California wines• Algoflash -plant food• Toshiba - copiers• Ross Systems - software

LEAD ICOM EUROPE AGENCIES

EXPERIENCE

CREDENTIALS

Case, Bayer AG, Primagaz

CONSUMER

B2B

Motorola, Zenith Data System, Activisu, Ross Systems

TECHNOLOGY

Mars, Lesieur, E&J Gallo, Yoplait, Ikea

CREDENTIALS

INTERNATIONAL STANDARDSICOM agencies apply common international standards to move ideas and information globally:

• Strategy Selection Outline• Creative Work Plan• Media Planning Models and Plans• Competitive Analysis Summary• Mutual Assistance Requests

CREDENTIALS

ICOM IS INTEGRATED90% of members do more advertising

• Strategic Planning• Public Relations• Direct Marketing• Sales Promotion• Event Management• Design & Identity• Interactive Development

CREDENTIALS

ICOM IS INTERACTING

• Spring Global meeting of all members• Fall Regional meetings :

• North American• Latin American• Europe/Middle East/Africa

• Public Relations Professionals meeting• Interactive/Internet meeting

CREDENTIALS

ICOM IS INTERACTIVE

• Hangar-18 is ICOM’s international interactive “network within a network”

• Another integrated tool for clients

• Nine Development agencies on four continents serving 56 Marketing agencies

• Web site : www.h-18.com

CREDENTIALS

ICOM IS INTERCONNECTED www.icomagencies.com

• Public side :• General network information• Agency roster with samples of work

• Members Only side (protected)• Moves ideas & info instantly• Library of cases, speeches, presentations• Newsletter & Bulletin Boards• Clients list data base• Events registration

PRESENTING OUR

COORDINATION SYSTEM

COORDINATION

Our strategy with CASE CE

• Global look/Global message• International Styling• International control of graphics• European positioning• European pool of advertising subjects• Draw of artwork/trans/etc from central source• Local execution and study

A casestudy

Local Production

• General Products

• Corporate

• Vertical Markets

• Specific Products

•Corporate

COORDINATION

Our system with Case CE

CASEU.S HQ

CASEEurope

AgencyGlobalCo-ordinator

AgencyGlobalCo-ordinator

COUNTRIES

COORDINATION

COORDINATION

CASE Procedures

• Monthly Country status report• For agency group meetings a year• Standard creative brief per main ad• Local executions - all proofs cleared through CASE Europe and Agency

Procedures

COORDINATION

CASE CE Europe

• CD Rom’s all amin product photography• All local ads circulated within network• Bi-annual competitive analysis• Pan-European Global Image + Attitude study• Annual update

Agency Europe

FRENCH CREATIVE

FRENCH CREATIVE

ENGLISH CREATIVE

SPANISH CREATIVE

SPANISH CREATIVE

ENGLISH CREATIVE

ENGLISH CREATIVE

GERMAN CREATIVE

GERMAN CREATIVE

ITALIAN CREATIVE

ITALIAN CREATIVE

CASE EUROPE

I N T E R A C T I V E

CASE EUROPE

I N T E R A C T I V E

CASE EUROPE

I N T E R A C T I V E

CASE EUROPE

I N T E R A C T I V E

CASE EUROPE

I N T E R A C T I V E