Corporate Reputation

This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.  

2004 SILVER

e-business on demand

In mid-2002, IBM recognized that companies in today's complex, fast-paced, customer-centric economy need to be able to respond with flexibility and speed to a host of consumer demands and market threats. IBM's vision for helping companies succeed in that environment -- aptly dubbed e-business on demand -- was introduced via a 360 degree, fully integrated effort that included nine fantastical TV spots, an 8 page print manifesto, spreads, interactive work and website design, events and an elaborate teaser campaign which promoted Bagotronics, a (fictional) company selling a line of patented Business Time Machines and Magic Business Binoculars. The campaign created tremendous momentum around IBM's e-business on demand message, ensuring it was noticed, understood and well-received by the business and IT community.

Brand: IBM
Client: IBM Corporation
Agency: Ogilvy & Mather
Language: English

2004 BRONZE

Audi Innovators

In order to get out of the shadows of BMW and Mercedes, Audi had to find a way to get noticed and position itself as the most innovative brand of luxury cars. We identified eight high-profile innovators who personify the Audi brand, including actor John Malkovich and musician k.d. lang. The eight innovators were the foundation of a program designed to put the spotlight on Audi by honoring innovative thinkers through gala events, 12-page magazine inserts, and a one-hour television program on A&E. The campaign helped position Audi as being the most innovative automotive company in the world.

Brand: Audi
Client: Audi of America
Agency: McKinney
Language: English

2004 BRONZE

I Am Your Idea

With the "I Am Your Idea" campaign, Accenture disrupted the Consulting category by embracing the importance of clients' ideas in delivering innovation. Despite being vastly outspent by its largest competitor, the global campaign broke through to Accenture's target and achieved a 34% increase over projected bookings.

Brand: Accenture
Client: Accenture
Agency: Young & Rubicam New York
Language: English

FINALISTS

Hrvatski Telekom Poziv koji ne propuštaš

Podravka d.d. Hrana koja brine o vama

Trust Index Trust Index: The quantification of trust to the Growthfund