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2010 GOLD GLOBAL
GLOBAL: MULTI-REGION
IBM 'Let's Build a Smarter Planet'
RAN IN: United States, China, United Kingdom, Germany
CLIENT
IBM Corporation
John Kennedy - VP, Corporate Mktg. Sharon Driscoll - WW VP, IBM Systems & Technology Ann Rubin - VP, Brand Expression & Global Advt. Matt Michaels - AP Consolidated Advt. Director
Lou Aversano - Global Managing Director Michael Dobak - Managing Director, NA Tom Godici - Executive Creative Director Greg Ketchum - Executive Creative Director Susan Westre - WW Executive Creative Director Ashley Wood - Partner, Sr. Strategic Planner
Mindshare
NEO
SUMMARY
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.
