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IBM
Welcome To The Era Of The Chief Executive Customer

RAN IN: United States

CLIENT
IBM Corporation

Cecilia Correa - Advt. Manager
Jon Iwata - SVP, Mktg. & Comm.
John Kennedy - VP, Corporate Mktg.
J Kosanke - VP, WW Media & Agency Mgmt.
Ann Rubin - VP, Brand Expression, Global Advt.

AGENCY
Ogilvy & Mather *Lead Agency

Steve Simpson - CCO, Ogilvy NA
Ryan Blank - Copywriter, Group Creative Director
Mike Hahn - Art Director, Group Creative Director
Michael Dobak - Managing Director, IBM WW
Margaret Rimsky - WW Group Planning Director


SY Partners


VSA Partners


IBM Design Labs


SUMMARY

By 2017, Chief Marketing Officers will spend more on technology than Chief Information Officer - creating a critical new audience for IBM. Yet IM's relationships were with CIOs, not CMOs. IBM set out to introduce itself. With CMOs adapting to data-based approaches, we positioned IBM as their essential partner, defining its differentiated POV on marketing. The days of broad segments are over; now brands must use insights from data to reach individuals. By marketing to CMOs themselves as individuals, we opened up a whole new market and revenue stream for IBM.

CASE STUDY

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CASE VIDEO


Hero Medium: Events

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, OOH, Direct, Events, Trade Shows

Audience: New Audience

Objectives: Gain new customers

Type: Business-to-Business

Classification: National,Multinational

Language: English