Whenever I’m talking to an ICOM member I get the question, “How’s the network doing in this economy?”

The answer as you might expect is, “It depends.”  It depends on the region, the agency’s client mix and the financial health of the agency going into the recession.

Generally we are doing OK.  I suspect in many markets we’re doing better than the multinationals.  Our members are not carrying their overhead and are not being told to run their business by someone creating formulas in Paris, London or New York.   

We have lost a few members as a result of this economic turndown in New Zealand, Denmark and Chile.  

The loss of Just/Kidde in Copenhagen has also meant we have lost an ICOM Board member.  Meltem Gurler has replaced Uffe Just as EMEA member at large.

We have also lost Magic Box in Moscow.  They have sold their agency to a French network.  Recruiting has already started to replace members in these markets.

What I have seen is an increase in the number of members using the Mutual Assistance Request system (MAR’s) and an increase in the number of responses they are generating. In the unique spirit of ICOM, members are helping members get through this recession together.

Gary Burandt
ICOM Executive Director
burandt@icomagencies.com