IBM: Food Truck
Ogilvy & Mather
Background
In mid-2013, IBM faced a number of interlinking issues as it confronted a changing technology marketplace:
A need to prove its capabilities in cloud
If you follow the Enterprise IT industry at all, you'll be aware of the disruption being wrought by the Cloud. The biggest player in the cloud space, Amazon has made hay with a simple sales pitch: companies don't need their own datacenters any longer; they can just rent computing capacity in the cloud. The truth, of course, is somewhat more complicated. 93% of IT spending is still non-Cloud and...