CLIENT
IBM
Ann Rubin, VP, Corporate Marketing
Cecilia Correa, Director, IBM Advertising
AGENCY
Ann Rubin, VP, Corporate Marketing
Cecilia Correa, Director, IBM Advertising
GroupM (EightBar)
Liam Parker, WW Managing Director
Jeff Curry, Global Executive Creative Director
Eva Augustyn, Group Planning Director
Jonathan Gibson, Account Director
Dustin Duke, Executive Creative Director
Jon Wagner, Executive Creative Director
Daniel Winkur, Senior Copywriter
Charlie Lowe, Director, Engagement Planning
SUMMARY
While it’s unexpected to see IBM marketing to youth, making this 107-year-old technology company relevant to this hard-to-reach audience is vital to the future of the IBM business.
Enter IBM’s Music & AI, which showcased how Watson helped multi-platinum producer Alex da Kid discover talent for his single, “Go”.
We increased both awareness and consideration of IBM Watson with Young Millennials via culture, rather than whitepapers, building a relationship with an audience that will soon hold the purse strings to IT budgets around the world.