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2019 WINNER 5 FOR 50
5 FOR 50
IBM IBM. A leading brand. A lasting brand.
RAN IN:
CLIENT
IBM
Ann Rubin, VP IBM Corporate MarketingCecilia Correa, Director IBM AdvertisingVincent Mallet, Worldwide Lead IBM Advertising
Lou Aversano, CEO, Ogilvy North AmericaJeff Curry, Global Executive Creative DirectorEva Augustyn, Group Planning DirectorLiam Parker, Managing DirectorSteve Simpson, Chief Creative Officer, Ogilvy North AmericaGeorge Tannenbaum, Executive Creative Director & Copy ChiefJoan Voltz, Executive Group DirectorJeremy Kuhn, Managing DirectorCharlie Lowe, Director of Engagement Planning
SUMMARY
How did a 107-year old technology company survive a category that would inevitably be transformed beyond recognition? IBM not only survived the massive change, but also shaped society and the industry at large, using effective communications to bring the world consistent thought leadership throughout. Today, ‘responsiveness’, ‘consistency’, and ‘commitment’ to the brand has distinguished IBM as the 12th most valuable brand in the world, and the #1 most valuable pure B2B brand in the world - and its revenues are growing.
