NEW YORK, NY, June 9, 2010 – IBM’s “Smarter Planet” platform, developed with long-time agency Ogilvy & Mather, was awarded the Gold Global Effie in recognition of marketplace success and creativity at last night’s 42nd Annual North American Effie Awards.
“Smarter Planet is a business strategy that reflects how IBM’s business has evolved to meet the changing needs of business in a data-centric world,” explained John Kennedy, VP, WW Corporate Marketing at IBM. “This award is testimony to the success it has helped deliver for IBM around the world.”
Conceived initially as a business idea to capitalize on the “Mandate for Change” sweeping business, governments and institutions, the IBM Smarter Planet initiative was first unveiled in a speech by IBM Chairman and CEO Sam Palmisano to the Council on Foreign Affairs. It then evolved into a multiplatform communications program involving all marketing channels and disciplines promoting the way in which IBM technology and know-how helps industry, government, transportation, energy, education, healthcare, cities and other business work smarter and contribute to building a “Smarter Planet.”
“Being able to bring to life such a transformative effort as Smarter Planet, takes extraordinary vision and leadership from our clients, something that IBM has throughout its organization,” explained Lou Aversano, Global Managing Director at Ogilvy.
Since IBM first consolidated its global advertising and marketing account with Ogilvy in 1994, the agency and client have won 31 Effie awards in 16-years. In the Smarter Planet Effie entry, the agency noted that The Smarter Planet strategy has significantly helped expand IBM‘s market potential.
”Winning the Global Gold Effie is among the toughest in the Effie competition as a brand needs to demonstrate results across multiple continents, in at least four countries while competing with brands across all sectors,” explained Mary Lee Keane, President of Effie Worldwide. “Our panel of judges was blown away with the results, innovation and scope of IBM’s business agenda set forth through the Smarter Planet campaign.”
About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing and digital production. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com.
Contact: Toni Lee 212-237-5090/917-679-7631