Meet the Sponsors of the LBB & Friends Beach 2023: ICCO
For our company snapshot piece, we want to create a profile that pinpoints exactly what makes your company unique right now in 2023. We want to know about the culture and the competitive edge that you bring as well as finding out how the company has evolved over the past couple of years as new tech and changes in the market have disrupted the industry.
Q> When and why was your company founded?
ICCO> 1986.
To foster collaboration between PR agency communities in different countries in setting professional and ethical standards.
Q> Give us an elevator pitch for your company!
ICCO> ICCO is the not-for-profit membership body for national PR associations and their members. We unite PR leaders to improve professional and ethical PR standards, promote the value of PR to business and society, and conduct research to prepare the industry for future technology and skill requirements, as well as other challenges and opportunities.
Q> What sets your company apart from others in the industry?
ICCO> We are the only PR body back and endorsed by over 40 national PR associations.
Q> How big is your team and where are your key locations?
ICCO> The office team is operated by PRCA with a team of 30 people based in London with two dedicated ICCO staff. The Executive Committee is 11-strong based in India, Italy, Singapore, South Africa, UAE, USA, UK.
Q> How would you describe your company culture?
ICCO> Collaborative, friendly, optimistic.
Q> Who are some of the key members of your team that our readers should know?
ICCO> Rob Morbin – executive director, ICCO
Keryn Nelson – marketing executive, ICCO
Renna Markson – managing director, PRCA
Steve Miller – commercial director, PRCA
Q> How do you foster creativity within your team?
ICCO> Talking and listening without judgement, allowing “no comment or idea is too stupid” conversations. With the board, debate and difference of opinion is encouraged and expected, working across so many regions an environment that recognises different cultural perspectives is important to foster new ideas.
Q> How does your company address sustainability, and diversity and Inclusion internally?
ICCO> Not just through HR policies and by-laws but also measurement and targets, as well as crucially, openness and transparency.
Q> What are some of the most interesting projects that your company has worked on in the past year?
ICCO> In June this year we created a cross-industry pledge on Media Education and Misinformation in Strasbourg with the Council of Europe and The Trust Project representing media organisations like BBC, The New York Times, Economist and The Guardian.
We launched our Next Gen PR World Cup for under 35s and the inaugural winners were flown from Singapore to Dubai for our Summit as part of the prize. They also now head up our Next Gen Global PR Network. The next competition starts with national rounds in September, with finals in October and the winners heading to South America in 2024!
Q> What are some of the biggest challenges that your company has faced?
ICCO> We removed our Russian association and members in February 2022, a day after the invasion. We set up Ukraine Communication Support Network with PRCA, which continues to be a huge focus for members and something we’re addressing at our Summit in Warsaw in October.
Q> What are some of the most important lessons that you have learned while running your company?
ICCO> Planning for every conceivable eventuality is a must, but also be prepared for the unexpected. Over the last few years its easy to get cynical but scenario planning both personally and company-wide is still an incredibly useful practice.
Q> How do you ensure that your company stays competitive in 2023?
ICCO> Offering excellent value to our members, listening to what they want and delivering for them. Not resting on our laurels and always adopting new projects and services that support members.
Q> How has your company adapted to changes in the industry over the past couple of years?
ICCO> More online services, more regular communication globally, quicker to adapt.
Q> What are some of the most exciting new developments that have taken place at your company recently?
ICCO> The Communications Management Standard (CMS) is also really taking off with new countries adopting the standard all the time, and more languages and auditors being added to the service. The first agency was accredited in Hungary recently, with coverage spreading across Europe and interest increasing in Asia.
Q> What do you think are the biggest challenges facing the advertising industry in 2023?
ICCO> Well, we’re in the PR industry specifically! However, our recent misinformation pledge recognises the need for collaboration across disciplines. Misinformation exacerbating the distrust in traditional media is a problem for PR. Censorship in certain parts of the world and limiting free speech is also creating an environment that’s tough for many of our members.
Clearly, harnessing the AI opportunity is something agencies are grappling with across the board and this too feels like a sink or swim moment.
Q> Looking forward, what are your key goals and ambitions for the year ahead?
ICCO> Deliver more value to members bolstering our existing events and services, gather more engagement, traction and signatories around the Media Education and Misinformation pledge, host a successful Summit in Warsaw in October, introduce CMS to more countries and continue to grow the network.
