K&L Inc.<\/a>\u00a0ICOM member agencies are coming together to \u201cRecognize. Recalibrate. Reimagine\u201d the twists and turns of the marketing world. ICOM is a leading global network of independent marketing and advertising agencies with more than 80 members in 60-plus countries.<\/p>\n\u201cWhile we wish we could predict the future, we can\u2019t precisely know how our industry will evolve nor describe the exact shape of the agency of tomorrow,\u201d said Bob Morrison, ICOM board chairman and CEO-chairman of member agency Morrison in Atlanta, USA. \u201cWe do know that our agencies will face challenges and trends unseen before in the marketing communications business – everything from artificial intelligence, increasingly sophisticated data analytics, new competitors, attracting top talent, strategies for working with consultancies, and more.\u201d<\/p>\n
For these three conference days, agency principals and senior managers of ICOM agencies will share what they and the global brands they represent are doing to recalibrate and stay ahead of the game and discuss how they can better serve each other as network members. As they do so, they are encouraged and motivated by signs that independent agencies and their networks are being invited much more frequently to play in the big leagues for global assignments from clients.<\/p>\n
\u201cI\u2019ve seen more requests for independent agencies to participate in global pitches than I have in a long time,\u201d said Emma Keenan, ICOM executive director. \u201cThe other independent networks are saying the same thing while the holding company networks seem to be struggling more. It\u2019s like our time has finally come.\u201d<\/p>\n
In fact, ICOM came out the big winner in two recent global assignments against multinational agency finalists. WestJet, a Canadian airline that began in the 1990s as a low-cost national alternative, appointed ICOM Canadian member Rethink as its lead strategic and creative agency now that the airline plans to go global and become a full-service carrier. ICOM participated in the presentation in Calgary to speak about the ICOM network philosophy and how ICOM operates and to share local market insights from ICOM member agencies in other countries. The other new global account will be announced soon.<\/p>\n
At ICOM\u2019s annual and regional meetings where programs are designed to be a mix of top speakers, interactive workshops, and networking opportunities, member agency principals and senior executives share best business practices, tools, and knowledge to stay at the top of their field. One session, \u201cThe Growing Importance of Global Capabilities and Connections for Clients,\u201d led by ICOM board member Karen Seamen, COO-president, Cramer-Krasselt, Chicago, USA, and Mike Leeson, managing director, ICOM member Golley Slater, London\/Cardiff, UK, will look at how ICOM agencies are handling global and regional business pitches and projects and discuss what clients look for in global communications resources.<\/p>\n
\u201cIt feels fitting to be holding our meeting in a location such as Japan with its fascinating and multifaceted culture at a time when our industry is also incessantly shifting,\u201d said Fumihiko Iwamoto, director at K&L in Tokyo. \u201cOn the one hand, Japan is steeped in the deepest of traditions dating back hundreds of years. On the other, it is a society in a continual state of rapid flux, with recurrent shifting fads, fashions, and technological developments constantly pushing the boundaries of what’s possible.\u201d<\/p>\n
Peter O\u2019Leary, CEO AMBA, Australia, and ICOM Asia-Pacific regional director, added, \u201cEvery part of Asia is unique and extraordinary. When it comes to global business, the region is dynamite. Growth is explosive; markets are opening. There is opportunity everywhere.\u201d<\/p>\n
O\u2019Leary will share insights and perspective on what is happening in Asia in a presentation, titled \u201cUnderstanding the Complexity and Opportunity That Is Asia.\u201d<\/p>\n
Another key highlight of the conference is a 60-minute interview of Katherine Melchior Ray, senior VP-chief marketing officer, Shiseido, Japan, who will talk about the pressures on clients to deliver within their own organizations and how agencies can help them strengthen their brands.<\/p>\n
Professor Jenni Romaniuk, associate director (international) at Ehrenberg-Bass Institute for Marketing Science will talk about how science is now revealing, perhaps for the first time, the evidence on what drives growth and how people make decisions.<\/p>\n
Attendees will also hear from Creative and Technical Director Seiichi Saito of the international award- winning production group Rhizomatiks he co-founded about his latest virtual reality project to link the past Olympic Games in 1964 to the coming 2020 Games, \u201c1964 Tokyo VR.\u201d<\/p>\n
Said Kazu Sugimoto, ADEX chief operations officer, \u201cWe hope this global conference brings our fellow ICOM members further food for thought as we all reimagine our agencies\u2019 futures for continued success.\u201d<\/p>\n","protected":false},"featured_media":3391,"template":"","news_category":[18],"class_list":["post-3390","news","type-news","status-publish","has-post-thumbnail","hentry","news_category-press"],"acf":[],"yoast_head":"\n
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