IBM: Centennial

As IBM approached the 100th anniversary of its founding, it wanted to use the Centennial celebrations to its strategic advantage - and avoid the danger, as a tech company, of appearing old and outdated.

IBM: Centennial

Ogilvy & Mather

Entry Information

Category: Information TechnologiesCountry where program ran: USADates program started/ended: January 2011 – December 2011

Product Description:

IBM's Centennial Celebrations

Advertiser/Client Name: IBMMedia Channels: Other

Strategy

Marketplace challenge:

Corporate Centennials are becoming a commonplace. But when IBM turned 100 in 2011 it wanted more than the usual self-congratulations. We had to confront two key questions:

1. How does a technology company announce it's 100 without seeming out of date?

IBM's is a complicated B2B business – hardware, software and services. What unifies categories and geographies is...

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