IBM: A boy and his atom
Ogilvy & Mather New York
Summary
IBM should be acclaimed as one of – if not the – most innovative companies in the world. But it isn't. This is the story of how planning identified an opportunity to change this. We spotted an approaching cultural wave of positivity towards science. To catch it, we conducted research not with consumers, but inside IBM's research department to find the right story. And we identified the critical success factors for how our story should be told to ensure that – with no paid media budget – people...