INTRODUCING ICOM The global independent communications network.

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: International resource with local market

focus Local owners, integrated services ...

where clients come first

Who don’t want: Holding company bureaucracy Wall Street focus

ICOM is:

•INDEPENDENT

•INTERNATIONAL

•INTEGRATED

•INTERACTING

•INTERCONNECTED

ICOM IS INDEPENDENT

Founded 1950 as multi-local network

Agencies owned/operated locally Members own ICOM Cooperation high – overhead low

ICOM IS INTERNATIONAL

Total billings + $2.5 billion USD Total income + $380 million 70 member agencies 80 offices 50 countries

GLOBAL COVERAGE

ICOM STRUCTURE

Entrepreneurial/collegial/no politics Simple By-laws & Policies Governed by Board of Directors

ICOM FINANCES

Organized as non-profit Income from member dues & fees Budget approved annually, reviewed

quarterly by the Board

THE ICOM IDEA

What’s best from the multi-nationals What’s best about being independent

ICOM Independents Multinationals

THE MISSION(s) Provide effective integrated

communications resources to clients internationally

Provide a free exchange of ideas, information & support for members

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

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

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)

SHARED ACCOUNTS Wellcare (insurance): USA/C-K Chicago

(lead) & USA Miami/Viva Maxiefectivo (Financing):

Guatemala/Jaquemate (lead), El Salvador/Publinter

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

ICOM IS INTEGRATED

Members do more than ads: Strategic Planning Public Relations Direct Marketing Sales Promotion Event Management Design & Identity Interactive Development

No member does everything,but the network can do anything

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

INTERCONNECTED

ICOM web site: www.icomagencies.com

Public side: General Network Information Member Portfolios Publicity Clips, Newsletter Contact Links

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

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

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*

MEMBERSHIP RESPONSIBILITIES

Attend at least one ICOM meeting a year (Global or Regional)

Comply with network By-laws & Policies

Respond to network requests promptly


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


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.


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


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.

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

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

Industry -

Tourism

Subject -

Reference Material

Project -

Can you please send any advertising materials/ collateral on Casino and theme park.

Region -

Asia Pacific, Europe

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


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


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


Building ICOM brand: To inform & enthuse employees To keep & grow current clients To help win new clients


Communicate: Internally through THE GLOBE

newsletter: Each member needs a reporter Send story periodically Insure readership at all levels


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

Questions?

INTRODUCING ICOM The global independent communications network.

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