Ogilvy IBM

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World-Wide B2B agency

Being the World-Wide B2B agency for IBM, Ogilvy develops communications and campaigns addressed to both public and private companies in the Nordic region. It is a story about a journey to support IBM in their digital transformation of marketing step-by-step. It is also a story about creating innovation in motion – ensuring an always-on digital presence while ensuring ongoing optimization based on tracking, strategies, iterations, creativity, and trust.
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    IBM has a long history of developing pioneering technology applicable for business, but times have changed and today IBM has moved from hardware to cognitive software solutions. During this transition, Ogilvy helped IBM facing a huge challenge: How can IBM sell complex software solutions to a target audience consisting of both IT-professionals and commercial, less tech-savvy managers – in a disruptive competitive landscape dominated by consumer technology brands? Ogilvy developed a Nordic communication and media strategy for IBM. Based on customer insights, Ogilvy compiled the Nordic CMO Report, built upon data and insights from quantitative and qualitative studies of Nordic CMOs. In order to support the strategy, Ogilvy produced a range of creative assets including engaging social posts and IBM managed to attract a difficult target audience consisting of developers by communicating in a language only they understood. With help from Ogilvy and a light sense of humor, IBM managed to disarm the target audience with targeted social posts written in various coding languages. The campaign gained a lot of attention and was shared among the developer-community in the Nordics. In order to promote IBM’s Cloud program, we managed to gain the attention of the modern CIO. By developing creative assets that included two IBM cases, KONE and Suunto, we drew great traffic to IBM Cloud landing pages. Developing an agile marketing engine based on cross channel integrated communication enabled us to reposition IBM from hardware provider to a modern service provider of software-based cognitive solutions.