IBM: Outthink

Multinational technology company IBM became America's #1 preferred IT vendor through a campaign that showed the potential of its cognitive system Watson.

Campaign details

Brand: IBMAgency: Ogilvy & MatherCountry: North America

Campaign Summary

This case study is a tale of two industries – "Old" IT in recession. "New" IT booming.

Associated with "old" technologies, was the venerable, 105-year-old IBM (International Business Machines), struggling to cut through the crowd of competitors clamoring about the same "new" tools. But there was one emerging area where IBM had more experience than anyone else: cognitive computing.

By using its core strength – cognitive computing – IBM turned cognitive into the battleground for "new" IT. Through conversations with Bob Dylan, "thinking" dresses...

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