1 / 40

Introducing ICOM: The Premier Global Independent Communications Network for Agencies

ICOM is an international network designed for independent agencies seeking local market focus combined with global resources. Founded in 1950, ICOM is governed by local agency owners, ensuring cooperation with low overhead and no distant management. Our members benefit from shared resources, strategic planning, and a collaborative environment where client needs are the priority. With over 70 member agencies across 50 countries and combined billings exceeding $2.5 billion, ICOM offers agencies the strength to compete globally while maintaining their local essence.

ronan-romero
Télécharger la présentation

Introducing ICOM: The Premier Global Independent Communications Network for Agencies

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Who’s Here? • Gary Burandt, ExecutiveDirector

  2. INTRODUCING ICOM The global independent communications network

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

  4. FOR CLIENTS • Who want: • International resource with local market focus • Local owners, integrated services ... where clients interests come first • Who don’t want: • Holding company bureaucracy • Wall Street focus

  5. ICOM IS: • INDEPENDENT • INTERNATIONAL • INTEGRATED • INTERACTING • INTERCONNECTED

  6. ICOM IS INDEPENDENT • Founded 1950 as multi-local regional network to serve McDonalds in the USA

  7. ICOM IS INDEPENDENT • Agencies owned/operated locally • Members own ICOM – not the reverse • Cooperation high – overhead low • Without politics

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

  9. GLOBAL COVERAGE

  10. ICOM STRUCTURE • Entrepreneurial/collegial/fraternal • Simple By-laws & Policies • Led by Executive Director & 2 staff • Governed by Board of Directors • 2 Members from each of 4 regions

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

  12. THE ICOM IDEA • The best from the multi-nationals • The best about being independent ICOM Independents Multinationals

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

  14. 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

  15. SHARED ACCOUNTS • New accounts are never promised with membership • However, there are a number of accounts served by multiple members

  16. SHARED ACCOUNTS Crocs (Shoes): USA/ (lead), Cramer Krasselt Mantis (Tillers): USA (lead), BKV Navistar (Trucks) : Brazil (lead), Rino European Commission (Consumer Rights): Belgium/Wondercom (lead) Algoflash (Gardening Products): France/QDO (lead)

  17. SHARED ACCOUNTS Petrobrás (Oil): Argentina/Diálogo (lead) & Uruguay/Da Vinci Maxiefectivo (Financing): Guatemala/Jaquemate (lead) Opticas Devlyn (Optical retail): Guatemala/Jaquemate (lead) AirTran (Airlines) - USA/C-K Chicago (lead), Puerto Rico/Arteaga Natura (Cosmetics/Beauty products) - Argentina/Diálogo (lead)

  18. 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

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

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

  21. ICOM IS INTERACTING • Annual International Management Conference • All agencies attend for 4 days • Venue rotates between regions • Toronto ‘11 • Annual Regional Meetings ’11 • Asia/Pacific – Kuala Lumpur • Europe/Middle East/Africa – Solvenia • Americas – San Juan

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

  23. INTERCONNECTED • Members Only side (protected): • Library of Cases, Best Creative Work • Past Speeches, Presentations • Comprehensive Search Engine • Client List Data Base • Forms & Stationery Downloads • Events Registration • Member Forums

  24. 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

  25. MEMBERSHIP BENEFITS • International Connections For Client Support • Global Resources • Market Intelligence • Database & Library Resources • Media Research Access & Buying • Translation & creative services • New business assistance • Client services • Networking with Non-competitive Peers

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

  27. MEMBERSHIP RESPONSIBILITIES • Members must pay dues & fees: • Dues $3,000 USD annually • Plus .0012 of last year’s income • Expenses for meetings

  28. MEMBERSHIP RESPONSIBILITIES • Shared accounts: • In new business pitches, members do not charge members for participation if they will benefit from winning. • 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.

  29. 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

  30. 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. • Samples …

  31. 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 • Signed off by ICOM representative

  32. 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 its deemed unfair

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

  34. MEMBERSHIP RESPONSIBILITIES • Communicate: • Internally through THE GLOBE newsletter: • Each member assigns a reporter • Send stories periodically • Insure readership at all levels

  35. 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

  36. Questions? Contact: Gary Burandt, Executive Director burandt@icomagencies.com Mobile: 1 720 261 4829

More Related