Seven agencies from around the world have joined the International
Communications Agency Network Inc (Icom) - a leading, global network of
independent advertising and marketing communications agencies.
Ad Grand Advertising from Singapore and Wilson Everard Advertising,
Melbourne, were among the newcomers to join the network, which now has
members in more than 50 countries.
One key reason for adding new members is to replace those acquired by
multi-agency groups.
"We typically have the leading independent agency in each market," said
Icom executive director Gary Burandt.
"Unfortunately, they are also prime targets for acquisition by the
multinationals."
He also claimed that there was increasing interest among global
marketers to work with independent networks, such as Icom.
The network's agencies strong points are that they are "well grounded in
their local markets and are not so big and bureaucratic", according to
Mr Burandt.
