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INTRODUCING ICOM

INTRODUCING ICOM. The global independent communications network. FOR AGENCIES. Who want: International resources, support & connections for clients Exchange of ideas, information for their business Who don’t want: Distant management & control. FOR CLIENTS. Who want:

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INTRODUCING ICOM

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  1. INTRODUCING ICOM The global independent communications network

  2. FOR AGENCIES • Who want: • International resources, support & connections for clients • Exchange of ideas, information for their business • Who don’t want: • Distant management & control

  3. 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

  4. ICOM is: • INDEPENDENT • INTERNATIONAL • INTEGRATED • INTERACTING • INTERCONNECTED

  5. ICOM IS INDEPENDENT • Founded 1950 as multi-local network • Agencies owned/operated locally • Members own ICOM • Cooperation high – overhead low

  6. ICOM IS INTERNATIONAL • Total billings + $2.5 billion USD • Total income + $380 million • 70 member agencies • 80 offices • 50 countries

  7. GLOBAL COVERAGE

  8. ICOM STRUCTURE • Entrepreneurial/collegial/no politics • Simple By-laws & Policies • Governed by Board of Directors

  9. ICOM FINANCES • Organized as non-profit • Income from member dues & fees • Budget approved annually, reviewed quarterly by the Board

  10. THE ICOM IDEA • What’s best from the multi-nationals • What’s best about being independent ICOM Independents Multinationals

  11. THE MISSION(s) • Provide effective integrated communications resources to clients internationally • Provide a free exchange of ideas, information & support for members

  12. 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

  13. 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

  14. 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)

  15. SHARED ACCOUNTS • Wellcare (insurance): USA/C-K Chicago (lead) & USA Miami/Viva • Maxiefectivo (Financing): Guatemala/Jaquemate (lead), El Salvador/Publinter

  16. 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

  17. ICOM IS INTEGRATED • Members do more than ads: • Strategic Planning • Public Relations • Direct Marketing • Sales Promotion • Event Management • Design & Identity • Interactive Development

  18. No member does everything, but the network can do anything

  19. 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

  20. INTERCONNECTED • ICOM web site: • www.icomagencies.com • Public side: • General Network Information • Member Portfolios • Publicity Clips, Newsletter • Contact Links

  21. 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

  22. 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

  23. 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*

  24. MEMBERSHIP RESPONSIBILITIES • Attend at least one ICOM meeting a year (Global or Regional) • Comply with network By-laws & Policies • Respond to network requests promptly

  25. MEMBERSHIP RESPONSIBILITIES • Members must pay dues & fees: • Dues $2,950 USD annually • Plus .0012 of last year’s income • Expenses for meetings

  26. 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.

  27. 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

  28. 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.

  29. 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

  30. 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

  31. MEMBERSHIP RESPONSIBILITIES • Building ICOM brand: • To inform & enthuse employees • To keep & grow current clients • To help win new clients

  32. MEMBERSHIP RESPONSIBILITIES • Communicate: • Internally through THE GLOBE newsletter: • Each member needs a reporter • Send story periodically • Insure readership at all levels

  33. 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

  34. Questions?

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