Effie Worldwide


This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.





"Old" IT was in recession, "new" IT was booming. 105-year-old IBM needed to cut through the crowd of competitors clamoring about the same "new" tools. There was one emerging area where IBM had more experience than anyone else: cognitive computing. We made cognitive the battleground for "new" IT. Through 'thinking' dresses, conversations with Bob Dylan and more, we showed business leaders that IBMs cognitive system, Watson, would arm them with the competitive advantage they'd been waiting for, propelling IBM from #6 to #1 preferred IT vendor.

  • Brand: IBM
  • Client: IBM
  • Agency: Ogilvy & Mather

A New Legacy Begins

This is not your father's Microsoft. That Microsoft didn't have to fight for market share because it invented the market. But within the Enterprise Cloud category, Microsoft had to earn its credibility against competitors who were born in the cloud. Microsoft's legacy was no longer an advantage. They had to build a new legacy and connect with modern CEOs building their own. So we cut through the category B.S with a docu-style campaign that drove a 13% uplift in leadership perception among Business Decision Makers.

  • Brand: Microsoft
  • Client: Microsoft
  • Agency: McCann New York

US Open Sessions with James Murphy

In just a few short years, IBMs business was changing drastically. While Cloud Technology is growing at 30% a year, IBM was a late entrant; its traditional base of mainframe hardware was in steep decline and its Cloud offerings were not in the top of the consideration set. But IBM saw an opportunity to re-purpose its long-standing sponsorship of the US Open to capture the attention of the new Cloud audience with a dramatic hybrid of code and music, thereby accelerating the brand -- and the business toward the Cloud-based future.

  • Brand: IBM
  • Client: IBM
  • Agency: Ogilvy & Mather
2017_na_2017_e-2184-329_hero_1 IBM C-suite
2017_na_2017_e-1868-251_hero_1 Nissan NCV's "The Delivery"
2017_na_2017_e-1125-793_hero_1 SAP Live Business


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