I've often heard our clients, partners and even some of my friends saying that it's difficult to know what IBM is exactly doing. The brand is not defining itselft by products or services but really by what it brings to society, people, planet. It's more the 'notion of progress' that makes IBM an enduring brand (100 years). And this is why I just love the new 'Made With IBM' campaign. IBM has dispatched three filmmakers to 17 countries to document its technology in action. About half of the spots, which are 30 or 60 seconds long, feature businesses, public agencies and other IBM customers. Check this New York Times article that goes into more details. Also go to IBM YouTube account where videos are posted...now let's rock !
This campaign is not about IBM delivering its point of view but more about clients delivery their story of transformation. Check out the making of, great job from our global advertising team.