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IBM
Stop Talking, Start Doing

RAN IN: United States, China, Germany, United Kingdom

CLIENT
IBM Corporation

Diane Brink - VP, Integrated Mktg. Comm.
Sharon Driscoll - VP, WW Advt. & Interactive
Matthew Michaels - Mktg. Comm. Specialist
Lily Sorbara - Mktg. Comm. Manager

AGENCY
Ogilvy & Mather *Lead Agency

Lou Aversano - Global Manging Director
Tonya Fossey - Group Acct. Director
Jeff Kenyon - Planning Director
Todd Krugman - Assoc. Partner, Director of Consolidated Advt. IBM Brand Services
Chris Wall - Vice Chairman, Creative
Susan Westre - Executive Creative Director


NEO


Mindshare


SUMMARY

The objective of this campaign was to shift perceptions of IBM from a mere technology company to the marriage of the world's best technology expertise and business thinking. The creative idea was simple: In a world of talk, IBM gets stuff done. The campaign helped increase awareness of IBM as a technology and business consultancy and overall revenue for the company, and IBM was recognized as the No. 2 most valued brand in the world for 2008, up from No. 3 the previous year.

CASE STUDY

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CASE VIDEO


Classification: Multinational

Language: English