IBM: #Maketheteam

This case study demonstrates how IBM, an IT solutions company, used the Wimbledon Tennis Championship to humanise the brand for business decision makers.

IBM: #Maketheteam

Executive summary

Product Description:

IBM is an IT solutions company. An established company with a reputation for re-invention; in the 21st Century, IBM has moved away from commoditising hardware to high margin software and services, and has also responded to growth in digital technologies: cloud, analytics, security, mobile and social.

Objective of the Campaign:

The marketing of technology products, services and solutions to businesses has fundamentally changed and the root of this change is that those involved in making the decisions around technology procurement have changed. The old way was that technology companies invested most of their marketing...

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