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IBM
"Let's Build A Smarter Planet"

RAN IN: United States

CLIENT
IBM Corporation

John Kennedy, VP Corporate Marketing
Ann Rubin, Vice President, Brand Expression, Global Advertising
Rachel Larkin, Program Director, Worldwide Advertising
Lynn Porterfield, Advertising Manager
Cecilia Correa, Advertising Manager

AGENCY
Ogilvy & Mather *Lead Agency

Steve Simpson, Chief Creative Officer
Susan Westre, Worldwide Executive Creative Director, IBM
Lou Aversano, Worldwide Managing Director, IBM Brand Services
Michael Dobak, Managing Director, Worldwide
Magnus Blair, Senior Partner, Planning Director


OgilvyOne Worldwide


Neo@Ogilvy


Leopard


SYPartners


SUMMARY

As IBM reached its Centennial, ensuring strong results was essential, so the task for communications was to Turn Mindshare into Market Share. IBMs Smarter Planet Agenda is a true example of a compasstrategic direction in perfect alignment with its marketing, and now that agenda needed to become tangible and actionable: we needed to show The Smarter Planet is Now. Presenting this unified vision across every channel and touch-point, we step-changed perceptions and drove a 37% increase in revenue, with a campaign that paid back media dollars 10x in profit.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, OOH, Direct, PR, Events, Product Design, Consumer Involvement, Trade Shows

Objectives: Increase sales, volume

Type: Business-to-Business

Classification: Multinational

Language: English