IBM

Cecilia Correa, Worldwide Advertising Manager
Emily Favorite, Campaign Production Manager
Vincent Mallet, Worldwide Advertising Manager
Ann Rubin, Vice President of Corporate Marketing
Daniel Schapira, Advertising Manager

Ogilvy *Lead Agency

Matthew Coleman, Associate Creative Director
Liam Parker, Head of the Advertising Practice
Christina Cort, Art Content Producer
Charlie Lowe, Strategy Director
Jeff Curry, Executive Creative Director
Marc Hartzman, Group Creative Director
Elizabeth La, Executive Producer
Nicole Narvaez, Associate Creative Director
Joe Maire, Executive Producer
Sarah Pascale, Senior Producer
Eric Soloway, Director of Production
Rich Wallace, Group Creative Director
Joan Voltz, Executive Group Director
Jon Wagner, Executive Creative Director

EightBar Collective *Lead Agency

Derrick Chen, Director, Integrated Planning

As competitors are blurring the lines between B2B and B2C marketing, IBM has struggled to stay relevant. B2B normally gets a bad rap for being functional and soulless. However, ‘Expect More from Tech’ conveyed the positive social impact IBM’s software and technology can have. By challenging the tech industry to take more responsibility for its actions, IBM was able to increase key brand attributes by up to 20% and drive an ROI of 1:19 from leads that were directly driven by people interacting with the campaign.