2010 GOLD

GLOBAL

'LET'S BUILD A SMARTER PLANET'

IBM CORPORATION, IBM CORPORATION

John Kennedy, VP, Corporate Marketing
Sharon Driscoll, WW VP, IBM Systems & Technology
Ann Rubin, VP, Brand Expression & Global Advertising
Matt Michaels, AP Consolidated Advertising Director

OGILVY & MATHER

Susan Westre, WW Executive Creative Director
Tom Godici, Executive Creative Director
Greg Ketchum, Executive Creative Director
Lou Aversano, Global Managing Director
Michael Dobak, Managing Director, North America
Ashley Wood, Partner, Senior Strategic Planner

NEO

MINDSHARE

In 2008, IBM recognized a unique opportunity to provide new leadership where leadership was urgently needed. Specifically, to educate the world of the fact that the technology existed today - to make the systems of the world - energy, traffic, education, water - work better. Work SMARTER. IBM had the technology and know-how to build a Smarter Planet if we could just muster the will to build it. As a result: the Smarter Planet strategy has expanded IBM's market potential by as much as 40% globally, or $2.3 billion dollars.