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Invented for clients
Who want:
– Global access/resources
– Consistent and involved agency management
– Deep understanding of local markets
– Integrated communications services
And, who don’t want:
– Bureaucracy, politics and mergers
– Agencies more concerned about their shares than their
service
Icom is independent
Founded in 1950 as independent network
Agencies owned and operated locally
Owners respected/connected locally
Multi-local, not multi-national
Members own the network
Cooperation is high
Overhead is low
Icom is international Most balanced independent network
Covers 98% of world’s markets
Total billings $3 billion USD
77 member agencies
3,000 employees
90 offices
46 countries
Icom coverageAUSTRIABELGIUM
BULGARIADENMARKFINLANDFRANCEGERMANYIRELANDITALY
NETHERLANDSNORWAY
RUSSIA
SPAINSWEDEN
SWITZERLANDUK
UKRAINIA
YUGOSLAVIA
The Icom idea
Use the best practices/disciplines from the multinationals Keep the entrepreneurial spirit/flexibility of independents
ICOM
Independents Multinationals
International standards ICOM agencies apply common international
standards to move ideas/information globally:
Strategy Selection Outline
Creative Work Plan
Media Planning Models and Plans
Competitive Analysis Summary
Management Assistance Requests
ICOM standard formats/stationery
Icom is integrated
Members do more than advertising:
– Strategic Planning
– Public Relations
– Direct Marketing
– Sales Promotion
– Event Management
– Design & Identity
– Interactive Development
Integration means
Deep involvement in a client’s business
More ways to help meet marketing goals
Results in long-lasting relationships…
86% of ICOM agencies have one or more clients from
their year of founding
Client benefits of Icom
More international resources at hand
A global network, directed by his agency, that works
together with local market focus
Agencies run by local owners that offer integrated
services... where clients and staff are more important than
shareholders
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
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
Our system with Case CE
CASEU.S HQ
CASEEurope
AgencyGlobalCo-ordinator
AgencyRegional 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
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