INTRODUCING ICOM FOR

Invented for clients F Who want: – Global access/resources – Consistent and involved agency management – Deep understanding of local markets – Integrated communications services F And, who don’t want: – Bureaucracy, politics and mergers – Agencies more concerned about their shares than their service

Icom is independent F Founded in 1950 as independent network F Agencies owned and operated locally F Owners respected/connected locally F Multi-local, not multi-national F Members own the network F Cooperation is high F Overhead is low

Icom is international F Most balanced independent network F Covers 98% of world’s markets F Total billings $3 billion USD F 77 member agencies F 3,000 employees F 90 offices F 46 countries

Icom coverage

AUSTRIA BELGIUM BULGARIA DENMARK FINLAND FRANCE GERMANY IRELAND ITALY NETHERLANDS NORWAY RUSSIA SPAIN SWEDEN SWITZERLAND UK UKRAINIA YUGOSLAVIA

The Icom idea F Use the best practices/disciplines from the multinationals F Keep the entrepreneurial spirit/flexibility of independents ICOM Independents Multinationals

International standards F ICOM agencies apply common international standards to move ideas/information globally: u Strategy Selection Outline u Creative Work Plan u Media Planning Models and Plans u Competitive Analysis Summary u Management Assistance Requests u ICOM standard formats/stationery

Icom is integrated F Members do more than advertising: – Strategic Planning – Public Relations – Direct Marketing – Sales Promotion – Event Management – Design & Identity – Interactive Development

Integration means F Deep involvement in a client’s business F More ways to help meet marketing goals F Results in long-lasting relationships… F 86% of ICOM agencies have one or more clients from their year of founding

Client benefits of Icom F More international resources at hand F A global network, directed by his agency, that works together with local market focus F Agencies run by local owners that offer integrated services... where clients and staff are more important than shareholders

INTRODUCING OUR CLIENTS

Served in more than three countries – Toshiba - Copiers – E&J Gallo - California wines – Kodak- Health Imaging – Compo/Algoflash - plant food – Peugeot - Automobiles – Belgian Tourism – Mars - Ebly Wheat – JI Case - Construction equipment

Toshiba

E&J Gallo

Compo/Algoflash

Peugeot

Belgian Tourism

Ebly Wheat

Case

INTRODUCING OUR CE EXPERIENCE

Our strategy with Case CE Global look/Global message International Styling International control of graphics European positioning European pool of advertising subjects Draw of artwork/trans/etc from central source Local execution and study

Local production General Products Corporate Vertical Markets Specific Products Corporate

Our system with Case CE CASE U.S HQ CASE Europe Agency Global Co- ordinator Agency Regional Co- ordinator COUNTRIES

Case procedures Monthly country status reports Two agency group meetings per year Standard creative brief Local executions - all proofs cleared through CASE Europe and Lead Agency All local ads circulated within network Annual competitive analysis

Creative

INTRODUCING OUR STRATEGIC PLANING

Positioning brands Brand positioning is critical to the success of any brand. Our goal is to create Positioning Statements for each brand, breaking the rules of its industry and able to built a strong recognition. A process in 3 stages : Attention / Intention / Implementation

The Icom brand positioning statement