ICOM INTERGRATED INTERNATIONAL INDEPENDENT GARY BURANDT EXECUTIVE DIRECTOR INTERNATIONAL COMMUNICATIONS AGENCIES NETWORK - PowerPoint PPT Presentation

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ICOM INTERGRATED INTERNATIONAL INDEPENDENT GARY BURANDT EXECUTIVE DIRECTOR INTERNATIONAL COMMUNICATIONS AGENCIES NETWORK

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... network to serve McDonalds in the USA ICOM ... clients internationally Provide ... ICOM STRUCTURE Pr sentation PowerPoint THE ... – PowerPoint PPT presentation

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Title: ICOM INTERGRATED INTERNATIONAL INDEPENDENT GARY BURANDT EXECUTIVE DIRECTOR INTERNATIONAL COMMUNICATIONS AGENCIES NETWORK


1
(No Transcript)
2
Whos Here?
Gary Burandt, Executive Director
3
INTRODUCING ICOM
  • The global independent communications network

4
ICOM FOR AGENCIES
  • Who want
  • International resources, support connections
    for their clients
  • Exchange of ideas, information for
  • their business
  • Who dont want
  • Distant management control

5
FOR CLIENTS
  • Who want
  • International resource with local market focus
  • Local owners, integrated services ... where
    clients interests come first
  • Who dont want
  • Holding company bureaucracy
  • Wall Street focus

6

ICOM IS
  • INDEPENDENT
  • INTERNATIONAL
  • INTEGRATED
  • INTERACTING
  • INTERCONNECTED

7
ICOM IS INDEPENDENT
  • Founded 1950 as multi-local regional network to
    serve McDonalds in the USA

8
ICOM IS INDEPENDENT
  • Agencies owned/operated locally
  • Members own ICOM not the reverse
  • Cooperation high overhead low
  • Without politics

9
ICOM IS INTERNATIONAL
  • Total billings 2.5 billion USD
  • Total income 380 million
  • 70 member agencies
  • 80 offices
  • 50 countries

10
GLOBAL COVERAGE
11
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

12
ICOM FINANCES
  • Organized as non-profit
  • Income from member dues fees
  • Budget approved annually, reviewed quarterly by
    the Board

13
THE ICOM IDEA
  • The best from the multi-nationals
  • The best about being independent
  • ICOM
  • Independents Multinationals

14
THE MISSION(s)
  • Provide effective integrated communications
    resources to members clients internationally
  • Provide a free exchange of ideas, information
    support to members

15
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

16
SHARED ACCOUNTS
  • New accounts are never promised with membership
  • However, there are a number of accounts served by
    multiple members

17
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)

18
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)

19
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

20
ICOM IS INTEGRATED
  • Members do more than ads
  • Strategic Planning
  • Public Relations
  • Direct Marketing
  • Sales Promotion
  • Event Management
  • Design Identity
  • Interactive Development

21
  • No member does everything,
  • but the network can do anything

22
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

23
INTERCONNECTED
  • ICOM web site
  • www.icomagencies.com
  • Public side
  • General Network Information
  • Member Portfolios
  • Publicity Clips,
  • Monthly Newsletter
  • Contact Links

24
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

25
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

26
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

27
MEMBERSHIP RESPONSIBILITIES
  • Attend at least one ICOM meeting a year (Global
    or Regional)
  • Comply with network By-laws Policies
  • Respond to network requests promptly

28
MEMBERSHIP RESPONSIBILITIES
  • Members must pay dues fees
  • Dues 3,000 USD annually
  • Plus .0012 of last years income
  • Expenses for meetings

29
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 months income.

30
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

31
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

32
 
  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?
 
33
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
34
Industry  -  Tourism
Subject  -        Reference Material
Project  -        Can you please send any advertising materials/ collateral on Casinos and theme parks. 
Region  -  Asia Pacific, Europe
     
35
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

36
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

37
MEMBERSHIP RESPONSIBILITIES
  • Building ICOM brand
  • To inform enthuse employees
  • To keep grow current clients
  • To help win new clients

38
MEMBERSHIP RESPONSIBILITIES
  • Communicate
  • Internally through THE GLOBE newsletter
  • Each member assigns a reporter
  • Send stories periodically
  • Insure readership at all levels

39
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, ICOMs Media Relations
    Director, for help

40
Questions?
  • Contact
  • Gary Burandt, Executive Director
  • burandt_at_icomagencies.com
  • Mobile 1 720 261 4829
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