This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
IBMs latest global C-suite Study was set for release in 2015. Traditionally a valued source of insight into the business world, the impact of the Study had diminished thanks to competitive intrusions, lagging perceptions of IBMs consulting expertise, and shifts in content consumption behavior. The challenge was to re-build the Studys relevance, leverage it to build awareness of individual IBM Global Business Services experts, and restore the prestige and impact that it had recently lost.
Agency: Ogilvy & Mather