Business Services Industry
Runner-up: IBM Corp. Agency: Ogilvy & Mather Worldwide, New York.(Best Creative)(Brief Article)
B to B, October, 2004
The demands of a fast-paced, ever-changing business environment seem more manageable in a series of spots promoting IBM Corp.'s "On Demand'' concept.
The spots-all appearing in the familiar IBM blue letterbox format-pitch more than just the company's products or consulting services. "It's an entire mindset that people would take in terms of how they can build and structure their business,'' said Andy Berndt, creative director for Ogilvy & Mather Worldwide, New York.
As a result, the spots don't attempt to sell a particular IBM product or service, but the notion that technology is at the heart of the game. In the best of these spots, a businessman lounging in a streetside Paris cafe communicates with a colleague who's walking down a street in London....
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