IBM launched its latest e-business
integrated marketing campaign–“e-business people”–with new creative work and the slogan: “People who think.
People who do. People who get it.”
Extending IBM’s initial e-business campaign, the new print, online and airport
advertising is part of a $75 million campaign spotlighting the “e-business
people” of IBM Global Services.
Global Services is
the fastest-growing part of IBM, the company said, with approximately $29
billion in revenue in 1998 and more than 126,000 employees.
IBM’s services business includes IT consulting, business transformation, e-
business, total systems management and strategic outsourcing. The campaign is
designed to showcase this range of capabilities as well as the IBM employees
who bring varied skills to the marketplace.
The new ads feature select IBM Global Services employees who help companies
succeed in fast-changing e-business environments. Supporting the advertising
effort are extensive Internet, direct marketing and customer executive events
and showcase announcement programs. The campaign Web site is located here.
The “e-business people” campaign was created by Ogilvy & Mather, the world’s seventh largest
agency network with 1997 billings of $8.8 billion and a subsidiary of WPP
Group plc.