CLIENT
IBM Corporation
Ann Rubin, VP Corporate Marketing
Jean Gleason, Manager, Corporate Marketing
Kristen Tanner, Corporate Advertising Program Manager
Symirah Graham, Integrated Planner, Integrated Campaigns and Experiences
AGENCY
Joanna Schwab, Head of Strategy, IBM
Jon Wagner, Executive Creative Director
Samuel Frere-Holmes, Strategist
Sydney Seferyn, Assistant Account Executive
Alice Farley, Account Director
Aneta Klekotko, Art Director
Chris Cotter, Group Strategy Lead
Jeremy Kuhn, Managing Director
Joan Voltz, Executive Director
Jordan Weil, Group Strategy Director
Madeline Stefan, Senior Strategist
iHeartMedia
GroupM
Anthony Antreasyan, Associate Director
Lauren Harris, Partner, Media Director
Erica Gorlick, Managing Director, Integrated Planning
SUMMARY
This is the story of how we changed perceptions of IBM from ThinkPads and mainframes to quantum computing and hybrid cloud. Realizing technology leaders’ transformation agendas were hamstrung by their inability to speak dollars-and-cents business value, we created the Smart Talks with IBM podcast hosted by Malcolm Gladwell to arm them with anecdotes. Episode-by-episode, Gladwell talked to experts and evangelists who told stories of technology’s impact on growth, competitiveness, productivity, and innovation. Seven million listeners later, one of 2021’s “best new podcasts” helped lift IBM’s relevance.
