IBM: Centennial
Ogilvy New York
Advertiser: IBMBrand: IBMCountry: USA
Objectives
Challenge: Turn IBM's Centennial Into Commercial Advantage
IBM is a $100BN revenue technology and consulting giant competing in a number of B2B sectors. It was founded on June 16th 1911; 2011 marked its 100 year anniversary.
A century on from the so-called "Second Industrial Revolution", companies have been turning 100 with some regularity1. But 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...