International Business Machines Corp.: Gizmo campaign

Kevin Teague

After consolidating its advertising account in 1994 from 42 advertising agencies to just one (Ogilvy & Mather), International Business Machines Corp.

International Business Machines Corp.: Gizmo campaign

Kevin Teague

OVERVIEW

After consolidating its advertising account in 1994 from 42 advertising agencies to just one (Ogilvy & Mather), International Business Machines Corp. (IBM) resurrected its image from an outpaced computer company to that of an innovative leader within the computer industry. Besides streamlining its advertising account, IBM also benefited from the dot-com collapse that started in 2000. While younger companies without IBM's experience and capital perished, IBM expanded its scope by providing more infrastructure hardware, increased software development, and e-business consulting. The term "e-business," coined by IBM in the mid-1990s,...

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