IBM BEGINS THINKPAD BRANDING CAMPAIGN
By Adnews Staff
IBM Canada Ltd. will begin a new branding campaign for its ThinkPad mobile computers next month. The print campaign will include ads in The Globe and Mail and National Post in addition to business and lifestyle magazines. The ads are intended to demonstrate how a ThinkPad can help get a job done at any time or place. The tagline is, "Where do you do your best thinking?" The creative makes use of photographs of New York City restaurateur Keith McNally, SETI Institute director Dr. Jill Tarter, Oxford English Dictionary principal editor for North America Jesse Sheidlower and ReganBooks/HarperCollins publisher Judith Regan. Each is depicted using a ThinkPad to get work done. The campaign was created by Ogilvy & Mather. Public relations for IBM are handled by Ketchum.