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IBM
C-suite

RAN IN: United States

CLIENT
IBM

AGENCY
Ogilvy & Mather *Lead Agency


SUMMARY

IBM's latest global C-suite Study was set for release in 2015. Traditionally a valued source of insight into the business world, the impact of the Study had diminished thanks to competitive intrusions, lagging perceptions of IBM's consulting expertise, and shifts in content consumption behavior. The challenge was to re-build the Study's relevance, leverage it to build awareness of individual IBM Global Business Services experts, and restore the prestige and impact that it had recently lost.

CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: DIRECT;Email;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Mobile/Tablet Optimized Website;MOBILE/TABLET;Display Ad (Mobile/Tablet);SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA

Audience: New Audience

Objectives: Brand relaunch, reposition

Type: Business-to-Business

Classification: National

Language: English