IBM

Jonathan Adashek, CCO and SVP, Marketing and Communications
Joe Rivas, Vice President, Brand, Content and Product Marketing
Randi Stipes, VP, IBM Brand Marketing; CMO, The Weather Company and IBM Watson Advertising, Advertising
Joseph Prota, Global Director of Brand Marketing
Todd Simmons, Vice President, Brand Experience & Design
Stephen Hunton, Vice President, Social Strategy & Content Experience
Renee Edwards, Director, Global Social Brand
Sharon Gallacher, Digital Brand Program Director
Meghan Wolf, Manager, Brand Marketing
Gemma Smith, Senior Advertising Manager
David Manzo, Integrated Marketing Manager
Jean Gleason, Advertising Manager
Kristen Tanner, Senior Brand Manager
Connor Savoye, Marketing and Advertising Strategy
Megan Cho, Brand Marketing Strategist
Symirah Graham, Brand Marketing Strategist
Spencer Gibson, Program Manager, Brand Marketing
Robyn McRae, Global VP of Paid Media & Marketing Automation
Claudio Zibenberg, Media Manager

Ogilvy (USA) *Lead Agency

John Dunleavy, Global Chief Client Officer, Ogilvy Group & IBM Global Client Leader
Liz Taylor, Global Chief Creative Officer
Matthew Curry, Global Executive Creative Director
Joanna Schwab, Head of Strategy
Jordan Weil, Group Strategy Director
Ben Kay, Head of Planning, WPP
Lisa Bright, Chief Creative Officer, Ogilvy CA/Global Chief Creative Officer, PR
Jon Wagner, Senior Partner, Executive Creative Director
Ryan Quigley, Creative Director
Jeremy Kuhn, Global Managing Director
Tina Galley, Managing Director
Jeniffer Agudelo, Account Supervisor
Sydney Seferyn, Account Executive
Brantley Doyle, Director, Project Management
Chris Cotter, Group Strategy Lead
Brenna Tharnstrom, Strategy Director

GroupM

Archana Deshmukh, Global President, Media
Lauren Torres, Media Director
Will Cooley, Media Director, Senior Partner
Christian DeFranco, Strategy Director
Anthony Antreasyan, Media Director Partner

Swift

For decades, IBM wore the moniker “Big Blue” as a badge of honor, but now, it was holding them back. Big Blue was now seen as a behemoth of a bygone era in tech. In order to reinvigorate 110-year-old IBM, we created an inviting, participatory brand platform. We helped IBM connect to tech decision makers unlike anyone else in the category. We improved perception metrics, drove radical reappraisal, and our efforts helped IBM post 3 consecutive quarters of growth for the first time in years.