After IBM rebuilt its brand with the ad agency Ogilvy & Mather, it embarked on a global campaign to position itself as the enabler of ‘e-business’. In Asia-Pacific and Europe I wrote some 40 campaigns over four years: strategic brand and tactical executions for different Business Units across print, web, and broadcast. Here are a few of them.
This 4-execution proposal for Asia-Pacific played on words to demonstrate the leverage being an e-business gives you.
This 3-execution radio campaign used IBM’s involvement as the e-business provider for the Olympics as a concrete proof point.
A sidebar campaign on packaged solutions or ‘e-business packs’ were more tactical.
Some 10 executions illustrating various aspects of e-customer service added a web dimension to the campaign.
Multiple executions across Europe, celebrating e-business with some culturally significant icons and locations.