INTRODUCING ICOM The global independent communications network.
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Transcript of INTRODUCING ICOM The global independent communications network.
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INTRODUCING ICOM
The global independent communications network
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FOR AGENCIES
Who want: International resources, support &
connections for clients Exchange of ideas, information for
their business
Who don’t want: Distant management & control
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FOR CLIENTS
Who want: International resource with local market
focus Local owners, integrated services ...
where clients 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 network
Agencies owned/operated locally Members own ICOM Cooperation high – overhead low
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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
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ICOM STRUCTURE
Entrepreneurial/collegial/no politics Simple By-laws & Policies Governed by Board of Directors
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ICOM FINANCES
Organized as non-profit Income from member dues & fees Budget approved annually, reviewed
quarterly by the Board
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THE ICOM IDEA
What’s best from the multi-nationals What’s best about being independent
ICOM Independents Multinationals
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THE MISSION(s) Provide effective integrated
communications resources to clients internationally
Provide a free exchange of ideas, information & support for members
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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 Hilton (Hotels): Thailand/Creative Inhouse
(lead), Rayken/China Corningware (cookware): USA/C-K Chicago
(lead) & USA/Viva Miami AirTran (Airlines): USA/C-K Chicago (lead),
Puerto Rico/Arteaga ABIC (food): Brazilian Assn. of Coffee Indstries
– Brazil/Rino Publicidade (lead & USA, Chile, Germany & France
Brooke Capital Corp (Insurance Agency Franchisor):Kansas City/BKV (lead agency), Chicago/CKPR
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SHARED ACCOUNTS
Guatemala Tourism Commission (Tourism): Guatemala/Jaquemate (lead) & El Salvador/Publinter & Brazil/Rino Publicidade
Oil Can Henry’s (auto service): USA Miami/Viva& USA Portland/Turtledove Clemens
European Commission (Consumer Rights): Belgium/Fast (lead ), Malta/Switch, Slovenia/Kraft & Werk, Czech Republic, Slovakia/Magic Seven, Hungary/Victoria CyberCom, Poland/BrandStorm
USO (nonprofit): USA Virginia/Williams Whittle (advertising) & USA/C-K Chicago (PR)
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SHARED ACCOUNTS Wellcare (insurance): USA/C-K Chicago
(lead) & USA Miami/Viva Maxiefectivo (Financing):
Guatemala/Jaquemate (lead), El Salvador/Publinter
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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
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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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No member does everything,but the network can do anything
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ICOM IS INTERACTING
Annual International Management Conference All agencies attend for 4 days Venue rotates between regions Beijing ‘09
Annual Regional Meetings ’08 Asia/Pacific - Taipei Europe/Middle East/Africa - Bucharest North American - Boston Latin American – Lima
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INTERCONNECTED
ICOM web site: www.icomagencies.com
Public side: General Network Information Member Portfolios Publicity Clips, Newsletter Contact Links
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INTERCONNECTED Members Only side (protected):
Library of Cases, Creative Work Past Speeches, Presentations Comprehensive Search Engine Client List Data Base Forms & Stationery Downloads Events Registration Member Forums
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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
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ICOM MEMBERSHIP BENEFITS
International Connections For Client Support Global Resources
Market Intelligence Database & Library Resources Media Research Access & Buying Translation & creative services Client services
Networking with Non-competitive Peers New Business Opportunities*
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MEMBERSHIP RESPONSIBILITIES
Attend at least one ICOM meeting a year (Global or Regional)
Comply with network By-laws & Policies
Respond to network requests promptly
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MEMBERSHIP RESPONSIBILITIES
Members must pay dues & fees: Dues $2,950 USD annually Plus .0012 of last year’s income Expenses for meetings
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MEMBERSHIP RESPONSIBILITIES
Shared accounts: In new business pitches, members
do not charge for participation if they will benefit from a win.
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.
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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
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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.
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Industry -
Technology
Subject -
Name check
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?
Region -
Asia Pacific, Europe, Latin America, North America
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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
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Industry -
Tourism
Subject -
Reference Material
Project -
Can you please send any advertising materials/ collateral on Casino and theme park.
Region -
Asia Pacific, Europe
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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
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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 Requests with less than 72 hours turn
around may not be honored Signed off by ICOM representative
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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 he feels its unfair
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MEMBERSHIP RESPONSIBILITIES
Building ICOM brand: To inform & enthuse employees To keep & grow current clients To help win new clients
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MEMBERSHIP RESPONSIBILITIES
Communicate: Internally through THE GLOBE
newsletter: Each member needs a reporter Send story periodically Insure readership at all levels
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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
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Questions?