Campaign details
Advertiser: IBMBrand: IBMAgency: Ogilvy Singapore Country: Australia, China, India
Objectives
The Challenge
IBM's past was eclipsing its future.
IBM is one of the world's great companies. Its hundred-year history includes spearheading the mainframe computing revolution in the 1960s, building a machine that beat Kasparov at chess in the 1990s, and most recently Watson, the intelligent system that won Jeopardy! But its past was holding it back, both financially (73% of its revenue came from legacy products like mainframes1) and perceptually (Business Decision Makers used words like "dated" and "boring" to...