CLIENT
IBM
Ann Rubin, VP, Corporate Marketing
Cecilia Correa, Director, IBM Advertising
Jean Gleason, Advertising Manager, Corporate Advertising
AGENCY
Ann Rubin, VP, Corporate Marketing
Cecilia Correa, Director, IBM Advertising
Jean Gleason, Advertising Manager, Corporate Advertising
GroupM
Lindsey Harris, Account Executive
Liam Parker, WW Managing Director
Jeff Curry, Global Executive Creative Director
Linleigh Hawk, Program Manager
Eva Augustyn, Group Planning Director
Jonathan Gibson, Account Director
Dustin Duke, Executive Creative Director
Jon Wagner, Executive Creative Director
Ken McVeagh, Strategist
SUMMARY
"Nobody ever got fired for buying IBM" was the catchphrase of the tech industry in the 1970s. IBM has been the go-to company for enterprise servers since then and is striving to become the go-to for cloud today. This best-in-class example of B2B marketing re-drew the battle lines of the cloud category forcing buyers to reassess IBM in a highly competitive market.
