IBM consolidated its agency roster for worldwide
direct and interactive marketing to four shops from a field of 30. Combined
billings are estimated at more than $100 million.
“We expect this decision will ensure a greater integration and brand
consistency across our advertising and direct marketing activities,” Abby
Kohnstamm, vice president for corporate marketing at the Armonk, NY-based
company.
The four agencies are: Barry Blau & Partners in Wilton, CT, to handle
assignments like IBM’s personal systems group; the Strategic Interactive
Group, a unit of Bronner Slosberg Humphrey in Boston, to handle worldwide
development and execution of interactive direct marketing campaigns for small
and medium businesses, Gold Service, and the ShopIBM Web sites; Ogilvy One in
New York, part of the Ogilvy & Mather Worldwide unit of WPP Group, to handle
the software, servers and services businesses; and Wunderman Cato Johnson in
New York, part of Young & Rubicam Inc., to handle industry groups and
assignments in the Asian-Pacific and Latin American markets.
The decision reportedly came after a six-month review.
