Executive Director Memo

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December 2009, Vol. 2, Edition 10

Financial Update

New Member Welcome

Agency Pitchmistakes

Agency News - Asia/Pacific

Agency News - Europe/Middle East/Africa

Agency News - Latin America

Agency News - North America

ICOM Website

ICOM on Facebook

Have you heard the ICOM song?

Last month we talked about the improvement in the usage of the Mutual
Assistance Request (MAR) system across our network. This month I want to talk about a closely related topic, how to get an unfair advantage in new
business.

Not surprisingly, the better we are at cooperating the better we are at winning new business. In 2009 the members called on each other to help them get an advantage over their local competition. Using the MAR system they were able to gather information about their prospect's business category. They got samples of competitive ads and promotions. They tested logos and names. They were able to get translations of recommended slogans to present in their multinational new business prospects.

Did we win them all? No, there were a number of "close seconds". But there
were also a lot of good impressions made for the ICOM member and the ICOM
network. And, hey, you never know. We've had one new business prospect
this year realize they made the wrong decision and give the business to the
ICOM member who came in second. It pays to stay in touch.

But Fikir Merkezi did win then national industrial machinery account in
Turkey. You remember that one. We received the MAR requesting a short
video of someone saying, "Ticker/Ticker" on Friday afternoon. Meltem needed
it in Istanbul by Monday afternoon. She got 25 great responses and the concept is being used in the creative work for the new client. Click here to can see the final video.

Our friends at Publinter in El Salvador had been chasing the Yellow Pages
business for quite some time. They sent out an MAR asking for samples of
what other Yellow Pages businesses were doing. Armed with this information
from around the world they were able to make an impressive presentation and win the account.

And last month Cramer-Krasselt won the global Crocs business with great
input from ICOM members move in Germany and ADEX in Japan. The shoe and
leisurewear account will roll out internationally in the spring with the
help of six ICOM members in Europe and Asia.

In the 2010 ICOM members need to remember to tap the ICOM network resources when they begin a new business pitch. Do it early in the process so your colleagues have enough time to give you an unfair advantage.

Happy New Year!

Gary Burandt
ICOM Executive Director
burandt@icomagencies.com