IBM Corporation – Let's Build a Smarter Planet

Category: Global
Brand/Client: IBM Corporation
Primary Agency: Ogilvy & Mather
Media Agency: Mindshare
Contributing Agencies: Neo

STRATEGIC CHALLENGE

Challenge: Get people to rethink the way the world works in such a way that IBM wins.

In 2007 IBM's business was strong. Since his elevation to Chairman and CEO in 2002, Sam Palmisano had been positioning the company for the future. From spinning off IBM's personal computer division (amidst much controversy) to investing heavily in the higher-value areas of software and business consulting, IBM had become “the expert” the world's great companies turned to with their most challenging technology needs. So what was the problem? The year-on-year commoditization of hardware and long-term revenue predictions of the company made it clear that continued success was going to require real top-line growth.