IBM: Made with IBM

This case study details IBM's US campaign that drove brand value, 'Made with IBM', engaging with the Masters Tournament, and demonstrating how the company has been crucial to their clients' success.

IBM: Made with IBM

Agency: Ogilvy & Mather

Background

To understand IBM's situation at the close of 2013, one needed to understand the unfolding transformation of its Enterprise IT sector. Analysts IDC predicted overall 2014 industry growth was to be 5%1. Yet fully 89% of growth spending would be concentrated in just four emerging technology areas: Social, Mobile, Analytics and Cloud ("SMAC"). And yet fully 50% of that growth would come from cannibalization of older, legacy technology solutions. As a result, traditional IT was only expected to grow at 0.7%, whereas these new, so-called SMAC categories, would grow...

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