IBM CONSOLIDATES
By Adnews Staff
IBM Canada of Markham, Ont. has consolidated its direct marketing business with Montreal-based FCB Direct Canada. The work was previously done by several agencies for different IBM divisions. However, the computer maker felt having just one agency would cut costs, improve efficiencies and provide more consistency, Mike Macdonald told Adnews yesterday. Macdonald is corporate communications, advertising and promotions manager. FCB won the account in a competition with three other agencies who also work for IBM "in one form or another." FCB was chosen "because we felt they had the resources and ability to handle the business on a broader scale," said Macdonald. "They understand the direction our business is going in and they have the ability to integrate with our worldwide agencies."