CLIENT
IBM
Cecilia Correa, Worldwide Advertising Manager
Vincent Mallet, Worldwide Advertising Manager
Emily Favorite, Campaign Production Manager
Ann Rubin, Vice President of Corporate Marketing
Daniel Schapira, Advertising Manager
AGENCY
Jeff Curry, Executive Creative Director
Matthew Coleman, Associate Creative Director
Christina Cort, Art Content Producer
Charlie Lowe, Strategy Director
Joe Maire, Executive Producer
Liam Parker, Head of the Advertising Practice
Marc Hartzman, Group Creative Director
Eric Soloway, Director of Production
Elizabeth La, Executive Producer
Joan Voltz, Executive Group Director
Nicole Narvaez, Associate Creative Director
Sarah Pascale, Senior Producer
Jon Wagner, Executive Creative Director
Rich Wallace, Group Creative Director
Derrick Chen, Director, Integrated Planning
SUMMARY
As competitors are blurring the lines between B2B and B2C marketing, IBM has struggled to stay relevant. B2B normally gets a bad rap for being functional and soulless. However, ‘Expect More from Tech’ provoked thoughtful conversation by leveraging human emotions and needs to convey that IBM better serves the world’s enterprises. By challenging the tech industry to take more responsibility for its actions, IBM was able to increase key brand attributes by up to 20% and drive an ROI of 1:19 from leads that were directly driven by people interacting with the campaign.
