IBM: Let's Build a Smarter Planet

Ogilvy and Mather used a media channels differently in order to help IBM spread their message that technology existed to make the world work smarter: Launch as a speech; IBMers as evangelists; print as editorial; video as documentaries; media as partnership; and events as forums.

IBM: Let's Build a Smarter Planet

Ogilvy & Mather


In 2008, IBM recognized a unique opportunity to provide new leadership where leadership was urgently needed. Specifically, to educate the world of the fact that the technology existed today to make the systems of the world – energy, traffic, education, water – work better. Work SMARTER. And IBM had the technology and know-how to build a Smarter Planet if THE WORLD could find THE WILL to build it.

In order to stimulate a long term discussion, we had to use our channels differently:


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