IBM Unveils $75 Million E-business Campaign

Keeping in step with other advertisers who launched high-profile campaigns on Super Bowl Sunday, IBM chose today, the day after, to unveil its newest e-business campaign. IBM reports that the new advertising is part of a $75 million (US$) campaign spotlighting the “e-business people” of IBM Global Services.

The new ads feature select IBM employees who help companies succeed in the fast-changing world of e-commerce and e-business.

One of the employees highlighted in the campaign is “e-retailer” Catharine Harding, who helps retailers capitalize on the emerging opportunities of e-commerce. In the multi-media campaign, Catharine says, “e-business means never having a semi-annual point-and-click sale,” while her profile explains how she worked with a mass merchandiser to create an Internet strategy that increased sales on the Web and in their stores.

Services is the fastest-growing part of IBM, with approximately $29 billion in revenue in 1998 and more than 126,000 employees. Last year alone, the company hired 21,000 people into the Services group.

Through their Global Services division, IBM offers IT consulting, business transformation, e-business, systems management, and strategic outsourcing. The campaign is designed to showcase this range of capabilities as well as the individual employees who provide the hands-on skills.

Other featured employees include ethical hacker Nick Simicich, transformation specialist Patrick McMahon, e-business accelerator Amir Khan, behavioral scientist John Karat, and business intelligence specialist John Hoh.

The cross-media campaign will showcase print ads and online ads, as well as airport billboards. In addition, IBM plans extensive tie-ins via the Internet, direct marketing, events, and showcase announcement programs.

The “e-business people” campaign was developed for IBM by Ogilvy & Mather, one of the world’s largest ad agencies.

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