The Entrepreneurial Edge in Global Direct Marketing Why choose InterDirect? • • • You want to grow your direct marketing business globally. You’d like to gain experience from top direct marketers overseas. Or…you want a better alternative to your existing direct agency. InterDirect Facts • 1988 launch entering 18th year of global direct marketing agency leadership. • 31 markets across Europe, Central and East Asia, America. • 1250 staff a world-class team of experienced direct marketing professionals. • $225 million turnover (USD revenues) worldwide in 2005. • 3 per year our network is expanding fast on average by 3 new countries per year. Our InterDirect members are active in the following markets • • • • • • Austria Belgium China Denmark Finland France • • • • • • Germany Hong Kong Hungary India Ireland Italy • • • • • • • Kazakhstan Netherlands New Zealand Norway Poland Portugal Romania • • • • • • Russia Saudi Arabia Singapore Spain Sweden Switzerland • • • • • • • Taiwan Thailand Turkey Ukraine United Arab Emirates United Kingdom United States A Few of the Clients of our InterDirect members: Some of our Interdirect Agency managing directors Pieter van den Busken Advisory Chairman InterDirect founder and 40 year direct marketing pioneer in the Netherlands. Ulrich Bruggemann Leader of B&F, Germany’s leading independent direct agency. Leena Basrur (India) Peter Blau (USA) Italo De Mas (Italy) Managing Director, DIREM - India’s leading direct agency. Managing Partner Customer Growth; formerly Barry Blau & Partners. President, RCD & Partners, and renowned direct marketing lecturer. Richard Marshall (UK) Jean Pierre Simon (Spain) Jo Jo So (SE Asia) Partner, TMW - Britain’s largest independent direct agency. Managing Director, ResponseJPS - pan-European direct marketing innovator. Managing Director, DM International - first direct agency to operate in China, Hong Kong, and Taiwan. Alexei Kruzhkov (Russia) Director, Connexions - Russian first home-grown direct agency. Marc Rutschmann The leading Swiss DM agency. What’s our Unique Selling Proposition? Entrepreneurship. We deliver, in all 31 countries, an agency owned and operated by successful entrepreneurs with world class direct marketing expertise. The Difference is in Our Agencies. InterDirect Agency Corporate-Owned Agency Entrepreneur owned & operated A direct marketer at the helm Recruited based on service, reputation & quality criteria Long-term continuity of senior management Flexible, quick, non-bureaucratic management style Owned by holding company Reports into a general ad exec Purchased based on a financial decision Managers frequently transfer to other corporate-owned agencies Inevitable politics and friction of a complex reporting structure The Difference to You, as Our Client. • Expertise. True direct marketing specialists in each country. • Cost Independent agencies have no ‘corporate overhead’ expense. • Responsiveness Entrepreneurs are uniquely action-oriented. • Results As 100% accountable direct marketers, we deliver. Agency Membership Criteria • • • • • • Track record in international direct marketing World-class client list Reputation within their own market Broad base of services, including Strategy, Planning, Database Highest standards of creative execution Ability to work across a broad range of response media • • • One Final Criterion: Attitude Independence to us is more than a financial structure; it is a shared attitude. Since 1988, only 2 agencies have left the network to join a multi-national ad agency holding company! In fact, most InterDirect members have prior experience working for these holding companies - and found that experience to be unsatisfactory. Quite simply, we do not think that either a bureaucratic reporting structure, or the pressure to make quarterly revenue targets, adds value in a highly creative business. If you are the kind of client who agrees with this criterion, then we share a common attitude with you. A Global ‘Brain Trust’ • • • By sharing our specialist knowledge and resources, we provide our clients with an unparalleled base of international expertise. Each agency will provide you with local market knowledge and insights. But collectively, we can harness a co-ordinated international approach to provide integrated solutions across strategy, creative and database implementation. Thanks to the immediacy of the internet - and to the calibre of our agency owners around the world - you have a team of experts in 31 countries collaborating to solve your most complex global marketing challenge. Here are some examples of our knowledgesharing: Best Practices • We share our latest campaigns, tactics and results on our proprietary intranet so each agency stays current on global direct marketing best practices. Strategy • Agency heads and creatives meet regularly to review direct marketing strategies across areas such as acquisition, retention, customer relationship management and loyalty marketing. Creative • Seminars and exchange programmes mean that creative departments across the network are always learning about campaigns that work both within and across different cultural environments. Local Knowledge • Each member can advise others on local market issues such as data protection, market intelligence, competitor activity, desk research, sector information and alternative direct response media. • • • Flexible Deployment Our network provides global coverage. But we are much more flexible in deploying our resources than the typical global holding company managing “top-down” from a central location. With InterDirect we can organise our network around your needs: either on a centralised or de-centralised basis. Finally, since our key asset is the local expertise of local owners, we deliver direct marketing programs that are more sympathetic to your local market needs. How to Work With Us There are a number of ways we work with our clients at InterDirect Network (IDN); here are some of the most common examples: 11. Turn-Key.You select IDN to manage the whole program with your local IDN agency serving as your point of contact and manager of deployment across the network. 22. Campaign Development. IDN develops your global direct marketing campaign, but execution is handled by your own local offices, with the help of local IDN agencies as necessary. 33. Decentralized. IDN agencies available to your local offices for any need. IDN assures that brand guidelines, corporate strategies and best practices are applied across the network. How to Work With Us 1 You select your own InterDirect Network (IDN) agency to manage the whole program. Your agency will take full responsibility for deployment across the network so you have the simplicity and control of a single point of contact. IDN IDN IDN IDN .. .. . Client IDN Lead Agency . IDN . IDN 2 You appoint a lead InterDirect agency to develop the campaign centrally and then your company’s local personnel team up with their local InterDirect member agencies to implement in each market. IDN IDN IDN IDN .. .. . C C C IDN . IDN Lead Agency IDN . Client C C C 3 You work on a completely de-centralised basis with each of your markets using a local InterDirect agency to develop campaigns as needed, while benefiting from global best practices shared across the network. IDN IDN IDN IDN . IDN .. .. . IDN . Client C C C C C C We’ve been there. Ask us for Directions. • In addition to flexibility in international deployment, there’s something else we can offer you: advice. • We’ve been engaged in direct marketing across borders for years, and we can suggest the best way for your company’s specific needs. InterDirect Central Coordination Centre • InterDirect Central Coordination Centre is the administrative centre, responsible for agency co-ordination and liaison. It also handles new business enquiries and provides information about the network. If you would like more information about the network and its members, or would like to arrange a credentials presentation, contact us at any of the following: InterDirect Central Coordination Centre Amstelstein House PO Box 55 1190 AB Ouderkerk/Amstel (Amsterdam) The Netherlands Burg. Stramanweg 63 1191 CX Ouderkerk/Amstel (Amsterdam) The Netherlands Pieter C. van den Busken Executive Chairman InterDirect Central Coordination Center Phone: +31 (0) 20 316 24 00 Fax: +31 (0) 20 496 40 81 Website: www.interdirectnetwork.com Email: central@interdirectnetwork.com Leena Basrur Executive Vice-Chairman InterDirect Central Coordination Center