2007 BRONZE

COMPUTER HARDWARE

TAKE BACK CONTROL

IBM CORPORATION, IBM SYSTEMS AND TECHNOLOGY GROUP

Nancy Roath, VP - STG Integrated Mktg. & Comm.
Eric Andrews, Dir. - IMC - IBM Systems & Technology Group
Paulette Stone, Program Mgr. & Team Lead - STG Advertising
Jean Gleason, Program Mgr. & Team Lead - STG Advertising

OGILVY & MATHER

Chris Wall, Chief Creative Officer
Tom Godici, Group Creative Dir.
Greg Ketchum, Group Creative Dir.
Lisa Flattery, Sr. Partner - Account Dir.
Bryan Yasko, Partner - Management Supervisor
Chris Curry, Creative Dir.
Rob Jamison, Associate Creative Dir.
Andy Gray, Associate Creative Dir.
Renee Rotkopf, Associate Creative Dir.
Dan Chichester, Associate Creative Dir.
Daryl Lee, Associate Dir. - Mktg. Strategy
Jamison Duffield, Account Supervisor
Kim Duffy, Account Supervisor
Jessica Varga, Account Executive
Lee Weiss, WW Executive Producer

OGILVYONE WORLDWIDE

MINDSHARE WORLDWIDE

NEO@OGILVY

IBM could no longer effectively market hardware systems without acknowledging the elephant in the server room. Things in IT were out of control. To keep up with growing business demands at the lowest possible cost, companies built Frankenstein infrastructures, patching cheap servers to their systems to run individual applications. IT guys ran in circles just to keep the business afloat. They needed an advocate. IBM acknowledged the problem from IT's perspective and empowered them toward a solution. Sales for advertised products spiked and IBM made huge gains as category leader.