IBM: Global CEO Study

Ogilvy & Mather

ENTRY INFORMATION

Category: Business and Consumer Services
Country where program ran: US, Canada, UK, France, Germany, Italy, Russia
Date program started/ended: 6 May – 1 December 2008

Product Description: IBM's Global CEO Study provides new and unique perspectives on what the future holds for businesses today through interviews with 1,130 CEOs & business leaders from 45 countries and 32 industries – making it the largest and most impactful study of its kind.

Advertiser/Client Name: IBM
Media Channels: DirectMail
Mobile
Print
DRTV
Website: www.ibm.com/ceostudy

STRATEGY

Marketplace Challenge:

The challenge
Connect with the C-Suite audience in a way that will drive perception of IBM as a thought leader in business – not just technology. World's leading technology company expands their expertise IBM has been perceived as the world's leading technology company for years and with the purchase of PWC in 2002, IBM aimed to become the world's leading business consulting and technology company. Today business strategy and technology have become so intertwined that the two can no longer be separated. The problem was that even though IBM offers unmatched combination of business and technology capabilities, many people still perceive IBM predominantly as a technology provider.