Introducing ICOM W

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

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 ICOM for Clients

INDEPENDENT INTERNATIONAL INTEGRATED INTERACTING INTERCONNECTED ICOM is

Founded 1950 as a multi-local regional network to serve McDonalds in the USA ICOM is Independent

Agencies owned/operated locally Members own ICOM – not the reverse Cooperation high – overhead low Without politics ICOM is Independent

Total billings + $3.5 billion USD Total income + $500 million 90 member agencies 64 countries ICOM is International

Global Coverage

Entrepreneurial/collegial/fraternal Simple By-laws & Policies Led by Executive Director & 2 staff Governed by Board of Directors 9 members Chairman serves 2 years ICOM Structure

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

The best from the multi-nationals The best about being independent ICOM Independents Multinationals The ICOM Idea

Provide effective integrated communications resources to member’s clients internationally Provide a free exchange of ideas, information & support to members The Mission(s)

Strategic Planning Advertising Interactive Design Events Direct CRM PR What we do

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 International Standards

B2C & B2B clients Corporate & Institutional Private & Public Companies Worldwide & Regional International Experience

How we do it Lead agency Prime client contact Sets priorities, strategies & schedules Works centralized or decentralized Monitors/enhances work of network

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) 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) Shared Accounts

No member does everything, but the network can do anything

Annual International Conference - All agencies attend for 3 days - Venue rotates between regions - Athens 2014 Annual Regional Meetings - Attend for 2 days Asia/Pacific Europe/Middle East Africa Latin America North America ICOM is Interacting

ICOM web site: Public side: - General Network Information - Member Portfolios - Publicity Clips - Monthly Newsletter - Contact Links Interconnected

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

NEW YORK (AdAge.com) -- Executives at ICOM, a global network of independent ad agencies, were surveyed by Ad Age about the top digital trends and issues facing their markets in Among the findings: Facebook and Twitter rule the world (except in China and Spain), but digital budgets are still small and, in some countries, mostly reserved for the bravest of marketers. Oh, and don't insult the monarch in Malaysia.

An international network resource that works together with a local market focus With agencies run by local owners offering integrated services... where clients & staff are more important than Wall Street Client 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 Membership Benefits

Attend at least one ICOM meeting a year Comply with By-laws & Policies Respond to network requests Members must pay dues & fees 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. 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 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 … Membership Responsibilities

Project We are working with a company that wants to launch a new brand for electrical mobility solutions. 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?

Project We have a DIY store client. We are doing a competition review for them and need your help. Please send us by , 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 Casinos and theme parks. Region Asia Pacific, Europe

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 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 deemed unfair Membership Responsibilities

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

Communicate: - Internally through THE GLOBE newsletter: Each member assigns a reporter Send stories periodically Insure readership at all levels 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 Membership Responsibilities

Contact: Gary Burandt, Executive Director Mobile: Questions ?

Thank You