CLIENT
IBM Corporation
Deirdre Bigley, VP-WW Advt. & Interactive Mktg.
J. Kosanke, VP-WW Media Mktg. Comm. Strategist
Noah Syken, Mktg. Media Planning
David Manzo, Mktg. Media Mgr.
Jennifer Ahearn, Mktg. Comm. Specialist
AGENCY
Scot Beck, Sr. Part.-Client Service Dir.
Jeff Kenyon, Planning Dir.
Jeff Curry, Group Creative Dir.
Aaron Griffiths, Group Creative Dir.
Mindshare
Pam Russo, Sr. Part.-Group Planning Dir.
SUMMARY
IBM pioneered the modern case study in the 90s and they worked great. Take a big story, tell it well and people listen. And in IBM's case, they didn't just listen, they did more business with the brand. But that was the 90s. Pre-YouTube. Pre-user generated content. Pre-TVs dead. Today's media-neutral climate has many people believing everything's changed. Absolutely everything. We disagree. We still believe if you tell a great story, people will listen. What's changed is how you get your story out there. The answer? Brand journalism.
