CLIENT
IBM
Gemma Smith, Program Manager
David Manzo, Global Advertising Manager
Noah Syken, Vice President Sports & Entertainment Partnerships
Elizabeth O'brien, Program Director, Sports & Entertainment Partnerships
Jeff Powell, Project Manager, GBS Interactive Experience
Cecilia Correa, Worldwide Advertising Manager
Ann Rubin, Vice President of Corporate Marketing
AGENCY
Richie Aguilar, Art Director
Jonathan Gibson, Executive Director
Kelly Garcia, Copywriter
Liam Parker, Head of the Advertising Practice
Jeff Curry, Executive Creative Director
Eric Soloway, Director of Production
Nick Robbins, Account Director
Jon Wagner, Executive Creative Director
Charlie Lowe, Strategy Director
Dustin Duke, Executive Creative Director
Dan Winikur, Copywriter
Derrick Chen, Director, Integrated Planning
Lauren Harris, Partner, Associate Director of Direct Investment
MKTG
GroupM
SUMMARY
Today’s B2B leaders have B2C technology products that allow them to be more pervasive and salient in everyone’s lives, leaving IBM struggling to stay relevant. At the core of this campaign was an ESPN media partnership, which integrated IBM into the audience’s lives by leveraging their passion for sports. ESPN housed IBM’s AI-powered tool, Fantasy Insights, to help the audience make tough Fantasy Football decisions and to ease their stress around these choices. This campaign drove $2.5M in revenue and increased key brand attributes by +35 points.
