IBM Kicks Off $375m Global Effort

10 April 2002

IBM has launched a massive $375 million (€426m; £261m) global campaign backing its software, storage and server products.

Created by Ogilvy & Mather Worldwide, the effort broke with an eight-page insert in the Wall Street Journal, to coincide with the paper’s redesign. The campaign develops the ‘e-business is the game. Play to win’ theme used in US television commercials since January.

Including print ads in business and IT titles plus TV, radio and online spots, the push will run throughout the year. Revealed Lisa Baird, vp–advertising at IBM: “The way the budget falls, it’s 70% of our ad spending for 2002, but for the second, third and fourth quarters, it’s actually 100%.”

The campaign, continued Baird, is aimed at “everyone from a C-level strategist – CEO, CFO, CIO, COO – to the business audience that's trying to transform business models. Also, we’re targeting the IT strategist and implementers, the people who actually choose the code that they want to write.”

Data sourced from:; additional content by WARC staff