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Metrics, Not Myths

On a good day marketing can be called intuitively driven. On a bad day, it feels fluffy. On a really bad day, it can feel like B.S. We know it, our clients know it, and Marketers know it. This is the story of how Adobe transformed itself from a creative company that makes to a marketing partner that makes and measures. By calling out marketing B.S and offering certainty instead of half-truths, Adobe became the trusted partner to deliver the confidence digital marketers desperately need.


Brand: Adobe
Client: Adobe
Agency: Goodby, Silverstein & Partners

Welcome To The Era Of The Chief Executive Customer

By 2017, Chief Marketing Officers will spend more on technology than Chief Information Officer - creating a critical new audience for IBM. Yet IM's relationships were with CIOs, not CMOs. IBM set out to introduce itself. With CMOs adapting to data-based approaches, we positioned IBM as their essential partner, defining its differentiated POV on marketing. The days of broad segments are over; now brands must use insights from data to reach individuals. By marketing to CMOs themselves as individuals, we opened up a whole new market and revenue stream for IBM.


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

Watson

IBMs Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated Paid, Owned and Earned media campaign drove Jeopardy!s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby Person of the Year. Not only did it create a future $1BN category, it also paid back immediately: 21x in revenue and 3x in profit.


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

2019_us_2019_e-4072-919_hero_1 IBM Meet Watson, the Collaborative Talent Scout
2018_cn_2018_016_hero_1 Firefox Be A Free Fox
2018_cn_2018_151_hero_1 YCLOSET My secret weapon in the office
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