CLIENT
IBM Corporation
Roy Schecter, Corporate Advertising Manager
Anthony J Michelini, WW Integrated Research
Lisa Baird, VP - Worldwide Integrated Mktg.
JP Kosanke, VP - Worldwide Media
Ann Rubin, Dir. Software IMC
Carrie Kaiser, Corporate Advertising Manager
AGENCY
Danielle Fuller-Keany, Senior Partner - Worldwide Account Dir.
Greg Kaplan, Senior Partner - Creative Dir.
Chris Wall, Senior Partner - Exec. Creative Dir.
Tom Bagot/Jeff Curry, Senior Partner - Creative Dir./Art Dir.
George Tannenbaum, Senior Partner - Creative Dir.
Lee Weiss, Sr. Partner - WW Exec. Producer
SUMMARY
In mid-2002, IBM recognized that companies in today's complex, fast-paced, customer-centric economy need to be able to respond with flexibility and speed to a host of consumer demands and market threats. IBM's vision for helping companies succeed in that environment -- aptly dubbed e-business on demand -- was introduced via a 360 degree, fully integrated effort that included nine fantastical TV spots, an 8 page print manifesto, spreads, interactive work and website design, events and an elaborate teaser campaign which promoted Bagotronics, a (fictional) company selling a line of patented Business Time Machines and Magic Business Binoculars. The campaign created tremendous momentum around IBM's e-business on demand message, ensuring it was noticed, understood and well-received by the business and IT community.
