INTRODUCING ICOM For international marketers looking for an alternative to the holding company agencies

FOR MARKETERS  Who want: International marketing communications resource with local market focus Agency owners offering 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  ICOM nembers own network – 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 7

ICOM STRUCTURE  Entrepreneurial/collegial/fraternal  Simple By-laws & Policies  Governed by Board of Directors  2 Members from each of 4 regions

ICOM FINANCES  Organized as non-profit  Members pay dues to belong  Without the bureaucracy & overhead of the multinationals, ICOM is usually faster, cheaper and more flexible

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

THE MISSION  Provide effective integrated communications resources to member’s clients internationally

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 clients usually begin with one member of the ICOM network  However, there are a number of accounts that have grown to be served by multiple members  A few recent examples …

14 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

15 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

ICOM IS INTERACTING  Annual International Management Conference All agencies attend for 4 days in spring Venue rotates between regions  Annual Regional Meetings Asia/Pacific Europe/Middle East/Africa Americas

INTERCONNECTED  ICOM web site:  Public side: General Network Information Member Portfolios Publicity Clips, Monthly Newsletter Contact Links

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

Questions? Contact: Gary Burandt, Executive Director Mobile: