IBM INSTALLS NEW SOFTWARE CAMPAIGN
By Adnews Staff
IBM has undertaken a new global marketing initiative for its software. The multimedia effort aims to portray IBM's software as the building blocks of e-business infrastructure. Television, print, Web and billboard advertising, created by Ogilvy & Mather Worldwide, are being accompanied by direct marketing and other activities. The campaign uses the tagline, "It's a different kind of world. You need a different kind of software." It will run throughout the year in the U.S., Canada, Germany, France, Italy, Britain, Japan and Australia. Any adaptations of the campaign's creative for the Canadian market will be handled Ogilvy & Mather's Toronto office. Public relations for IBM Canada Ltd., based in Markham, ON, are handled by Continental Technologies of Toronto.