IBM: Turning negatives into positives
Ogilvy & Mather
Category: Information Technologies
Country where program ran: USA
Dates program started/ended: December 2011 – February 2012
IBM Analytics capabilities
Advertiser/Client Name: IBM
Increasingly it has been demonstrated that superior analytics is a key driver of corporate profitability and vitality. This creates tremendous opportunity for the IBM brand to combine its technological excellence with business acumen to unlock significant potential for its customers.
For IBM, this opportunity comes with a formidable communications challenge.
Traditionally, IBM has focused its communications with the technology buying public and audience. And while fluent in business, it is more conversant in tech speak and jargon. Yet, for IBM, the target audience for its analytics solutions is not the technology buyer but the business executive who can leverage analytics to inform everyday business decisions.