Diamond Ogilvy Group

The Challenge:
In a relatively early Internet era (late1990’s), IBM was not perceived to have leadership or vision in Internet industry.

The solution (Big Idea):
By introducing “e-business” term and signature, I BM becomes the pre-eminent provider of Internet Business Solutions.

[ 2005 Gold Effie Winner ]

The Achievements:

Over the first 6 months of campaign:
- Unaided awareness of IBM as a provider of business consulting rose 22%.
- Unaided consideration of IBM as a firm to provide business value rose 11%.
- Perception of IBM delivering a more balanced (IT and business) approach nearly doubled.
10 years after campaign kick-off
- IBM’s brand equity went from negative $50 million in 1994 to over % 50 million in 2004.