IBM

Ann Rubin, Vice President, Branded Content and Global Creative
Jon Iwata , Senior Vice President, Marketing and Communications

Ogilvy & Mather *Lead Agency

Eva Augustyn, Group Planning Director
Steve Simpson, Chief Creative Officer - Ogilvy & Mather North America
Jeff Curry, Executive Creative Director
Susan Westre, Executive Creative Director
Kimberly Duffy, Senior Partner, Managing Director
Mike Hahn, Executive Creative Director
Ryan Blank, Executive Creative Director
Jeremy Kuhn, Executive Group Director

Neo@Ogilvy

Its not often that 1 in 3 people think your product could spell the end of the human race. Over the course of 5 years we developed an alternative image of AI encouragingthe world to accept and businesses to buy IBMs Watson. From his name and avatar, to his efforts to learn from Bob Dylan or help chefs cook Belgian Bacon Pudding, Watson showed he worked with humans, not against them. At just 5 years old Watson had made enough friends to lift IBMs newrevenues by $900mm YOY.