Business Services Industry
Campaign touts the 'other IBM'; Goal is to raise awareness of company's strategic business consulting expertise.(Advertising)(International Business Machines Corp. Business Consulting Services)
B to B, May, 2005 by Maddoc, Kate
Byline: KATE MADDOX
To promote its strategic business services, IBM Business Consulting last month launched an ad campaign with the theme, "The other IBM.''
The campaign, created by Ogilvy & Mather New York, is the first major one for IBM's consulting practice since it acquired PricewaterhouseCoopers Consulting in October 2002. The budget for the campaign was not disclosed.
Previous ads for IBM Consulting have been incorporated into IBM's overall advertising for a wide range of business services. The objective of the new campaign is to raise awareness among C-level executives of IBM's expertise in strategic business consulting services beyond IT.
"IBM has such a strong heritage as a technology company,'' said Chris Wall, senior...
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