IBM SOFTWARE
At Ogilvy, I ran IBM Software, a $33B business. Competition: Oracle, Microsoft and Cisco. Challenge: “When people think of IBM, they think of a building.”
Solution: Use Avery Brooks, the lauded African-American actor, as our spokesperson. Till then, no other Fortune 15 company had shown they stood for diversity
and inclusion (pre-dating All State and the NFL) like IBM. The campaign was so successful it won a Gold EFFIE.
Epiphany
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Linus
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Yottabytes
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Power Rev
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Knowledge Management
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Dummies
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IBM MASTERS
Newly appointed IBM CEO, Lou Gerstner, had just become a member of the Augusta National Golf Club. When IBM became a sponsor of their tournament, “The Masters,”
it was the first time in 30 years there had been a change. The campaign ran. Gerstner reported to the team: “This is some of the best work I’ve ever seen.”
Trees
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Champions
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Bobby Jones
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Gene Sarazen
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Magnolia Lane
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