This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.




To demonstrate the potential of Watson and enlist skeptical developers and start-ups, we showed off a creative computer. Using the cloud, we put IBMs Watson in a Food Truck and parked it at SXSWi in Austin. Menu suggestions solicited via twitter (e.g. #Burrito) were reinvented by Watson into deliciously deranged recipes (e.g. Austrian Chocolate Burrito). We drove 100MM+ impressions, and thousands of applications by developers to see what they could build with Watsons help. It was a branded content campaign where the content was food.

Brand: IBM Watson
Client: IBM
Agency: Ogilvy & Mather

Made With IBM

To drive IBMs credentials in Social, Mobile, Analytics and Cloud we set out to show the value being Made With IBM. We dedicated the entirety of our Masters Tournament TV Inventory to a stream of almost 70 unique commercials: a 35 Minute Documentary, Interrupted by Golf. By solving the ad nauseam of endlessly repetitious commercials, we dominated Masters buzz (3x the mentions of the other sponsors combined). We transformed brand perceptions, and contributed to a $3.5BN increase in category revenue.

Brand: IBM
Client: IBM
Agency: Ogilvy & Mather

What We Know Can Help You Grow

Main Street banks were muscling in on GE Capital's turf, spending vast amounts of money on ads promising expertise along with financing. We needed to demonstrate that what GE Capital delivers is unique. And do so in a differentiated way, one that was emotional and authentic. We showcased our strong expertise knowledge that comes from being part of GE through a powerful documentary-style creative approach. And it worked. We were able to get our audience to better understand us, consider us, and even reach out to us.

Brand: GE Capital
Client: GE Capital
Agency: BBDO New York

2019_us_2019_e-3688-436_hero_1 Google Cloud Ask the Cloud
2019_us_2019_e-3987-200_hero_1 Napoleon Fireplaces Hot Spots
2019_us_2019_e-4108-451_hero_1 SAP The Best Run SAP

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