CLIENT
IBM
Ann Rubin, VP, Corporate Marketing
Cecilia Correa, Director, IBM Advertising
Daniel Schapira, Advertising Manager
AGENCY
Ann Rubin, VP, Corporate Marketing
Cecilia Correa, Director, IBM Advertising
Daniel Schapira, Advertising Manager
GroupM (EightBar)
Eva Augustyn, Group Planning Director
Liam Parker, WW Managing Director
Marisa Moody, Senior Planner
Tania Nolla, Account Director
Jeff Curry, Global Executive Creative Director
Rich Wallace, Group Creative Director
Marc Hartzman, Group Creative Director
SUMMARY
In a war between old and new tech brands, we needed to drive consideration, relevance, and most importantly, qualified business leads. We aimed to prove that “smart” technology had important and meaningful applications at the enterprise level.
The campaign was rapidly embraced by staff, clients, and prospects, driving each of our KPIs amidst an incredibly competitive landscape.
These early indicators validated a powerful new brand positioning, which we are excited to continue building for years to come.
