IBM: Welcome To The Era Of The Chief Executive Customer

Category: Software
Brand/Client: IBM
Lead Agency: Ogilvy & Mather
Contributing Agencies: SY Partners, VSA Partners

State of the brand's business

IBM is a $100BN revenue technology and consulting giant competing in a number of B2B sectors. For the sake of this paper, a single fact is operative above all others. IBM was founded on June 16th 1911; 2011 marked its 100 year anniversary.

Strategic challenge

Challenge: Turn IBM's Centennial Into Commercial Advantage

A century on from the so-called "Second Industrial Revolution", companies have been turning 100 with some regularity1.

IBM wanted more than the usual ephemeral celebrations. It set out to turn its milestone birthday into strategic business advantage, defining success against three core audiences.