INTRODUCING ICOM The global independent communications network

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

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

ICOM IS : INDEPENDENT INTERNATIONAL INTEGRATED INTERACTING INTERCONNECTED

ICOM IS INDEPENDENT  Founded 1950 as 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 INTERNATIONAL  Total billings + $2.5 billion USD  Total income + $380 million  70 member agencies  80 offices  50 countries

GLOBAL COVERAGE 8

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

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

THE ICOM IDEA  The best from the multi-nationals  The best about being independent ICOM IndependentsMultinationals

THE MISSION(s)  Provide effective integrated communications resources to member’s clients internationally  Provide a free exchange of ideas, information & support to 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  New accounts are never promised with membership  However, there are a number of accounts served by multiple members

15 SHARED ACCOUNTS  Maison De La France (Tourism): France/Dassas (lead), Sweden/Morkman  Tunisian Holiday (Tourism): Belgium/FAST (lead), Poland/Brandstorm, Hungary/Victoria CyberCom  European Commission (Consumer Rights): Belgium/Fast (lead), Malta/Switch, Slovenia/Kraft & Werk, Czech Republic, Slovakia/Magic Seven, Hungary/Victoria CyberCom, Poland/BrandStorm  Algoflash (Gardening Products): France/Dassas (lead), Belgium/FAST

16 SHARED ACCOUNTS  Petrobrás (Oil): Argentina/Diálogo (lead) & Uruguay/Da Vinci  Maxiefectivo (Financing): Guatemala/Jaquemate (lead), El Salvador/Publinter  Opticas Devlyn (Optical retail): Guatemala/Jaquemate (lead), El Salvador/Publinter  AirTran (Airlines) - USA/C-K Chicago (lead), Puerto Rico/Arteaga  Natura (Cosmetics/Beauty products) - Argentina/Diálogo (lead), Peru/Publicidad Causa

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

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 Toronto ‘11  Annual Regional Meetings ’11 Asia/Pacific – Kuala Lumpur Europe/Middle East/Africa – Solvenia Americas – San Juan

INTERCONNECTED  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 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

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

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

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

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 …

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?

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 , 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

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

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

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

Questions? Contact: Gary Burandt, Executive Director Mobile: