1. INTRODUCING ICOM FOR

2. 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

3. 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

4. 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

5. Icom coverage

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

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

8. 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

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

10. 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

11. 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

12. INTRODUCING OUR CLIENTS

13. 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

14. Toshiba

15. E&J Gallo

16. Compo/Algoflash

17. Peugeot

18. Belgian Tourism

19. Ebly Wheat

20. Case

21. INTRODUCING OUR CE EXPERIENCE

22. 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

23. Local production General Products Corporate Vertical Markets Specific Products Corporate

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

25. 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

26. Creative

31. INTRODUCING OUR STRATEGIC PLANING

32. 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

33. The Icom brand positioning statement