Google Answers Logo
View Question
 
Q: ibm "ebusiness" marketing campaign ( Answered,   2 Comments )
Question  
Subject: ibm "ebusiness" marketing campaign
Category: Business and Money > eCommerce
Asked by: marcost-ga
List Price: $200.00
Posted: 08 Sep 2003 21:37 PDT
Expires: 08 Oct 2003 21:37 PDT
Question ID: 253727
Legal and marketing question:

I need to know when IBM started using their "eBusiness" campaing AND
what agency developed that campaign for them?  WHEN it was developed
and when it started running - in 1994, 1995 or 1996?  Please let me
know ASAP?
Answer  
Subject: Re: ibm "ebusiness" marketing campaign
Answered By: bobbie7-ga on 08 Sep 2003 23:37 PDT
 
Hello Marcost,  


Ogilvy & Mather Worldwide developed IBM's "e-business" campaign which
was launched in November 1997.

Below you will find links to online references with relevant excerpts
in order to verify that this is the correct information.


 “The new marketing push from the WPP Group's Ogilvy & Mather
Worldwide will account for most of IBM's $500 million-a-year
advertising budget and is the sequel to IBM's "e-business" campaign.
That effort, though initially derided by rivals when it began in 1997,
proved quite successful, by explaining the practical uses of the
Internet to IBM's mainstream corporate customers.”

Source: Business - Naples Daily News
Advertising: IBM plays up its on-demand computer service 
Thursday, October 31, 2002
By STEVE LOHR, New York Times News Service 
http://www.naplesnews.com/02/11/business/d845910a.htm


=====================================================

Ogilvy & Mather Worldwide: “Founded in 1948 and based in NY, one of
the top leader in online media as well as print and television.
Responsible for IBM's eBusiness campaign...”
http://www.asia-links.com/sina/directory/directory.asp?folderid=48


=====================================================


IBM coined the term 'e-Business' in 1997

“In 1997, IBM coined the term 'e-Business' to depict the future of
business.’e-Business' refers to the use of the Internet to reach
external audiences, intranets to work with the internal audiences and
extranets to link organizations with their suppliers. It refers to the
way many organizations are doing business now and how all
organizations will be doing in the future.”

(..)

“The comprehensive communication campaign designed and executed by IBM
was strategically tied to, and complemented, by IBM's e-Business
advertising campaign which was executed by Oglivy and Mather.”

Lou Gerstner, Chairman of IBM, 1997: "Every now and then, a technology
or idea comes along that is so profound, so powerful, so universal
that its impact will change everything. It will transform every
institution in the world. It will create winners and losers. It will
change the way we do business, the way we teach our children,
communicate and interact as individuals."

UTS Library 
http://www.lib.uts.edu.au/__data/page/288/gta1998.pdf


You must have Adobe Acrobat installed on your computer to be able to
to view a PDF file.
Adobe Acrobat can be downloaded for free from the Adobe Website   
http://www.adobe.com/products/acrobat/alternate.html#505


=====================================================


According to an article in Red Herring, IBM’s e-business campaign was
launched in November 1997.

“Crucial to IBM's ongoing growth in technology services is the
integration of the Internet into its traditional offerings. Big Blue
acknowledged this in November 1997, when it launched a glitzy
companywide initiative called "E-business." Backed by a massive
advertising campaign, E-business signals IBM's recognition of its
customers' increasing desire to use the Web for commerce and
collaboration.“

“IBM is also using the E-business campaign to attract a broader
customer base of small to midsize customers seeking to develop a Web
presence, says Steve Milunovich of Merrill Lynch, who rates IBM a
Near-Term Buy. "That's been an initiative for IBM for a number of
years because, like many other companies, it has identified that much
of the growth in the economy is going to come from those smaller
markets," he says.”

Source:
Red Herring: 1999
IBM's E-business strategy renews the focus of its global services
division, analysts say.
By Andrew P. Madden 
From February 1999 issue 
http://www.redherring.com/mag/issue63/inv-talk.html


=====================================================


Ogilvy & Mather's took over IBM's advertising in 1994

Ogilvy & Mather's IT team has created two collaboration platforms. The
IT team first built a client extranet in 1994 when the agency took
over IBM's advertising, which had been spread across 40 agencies. IBM
and Ogilvy & Mather together built a Lotus Notes-based system that
lets people view files--images, text, radio, multimedia--online rather
than as network files. The agency has since customized another system,
based on Intraspect Software Inc. software for clients that don't use
Lotus Notes, which it's rolling out to American Express, Ford, and
others.

Information Week: Dec. 10, 2001
http://www.informationweek.com/story/IWK20011207S0016


=====================================================


A July 6, 1998 Information Week Online article by Bruce Caldwell:


IBM's Evolution To E-Business started in 1995.

“IBM's commitment to E-business is the latest step in its evolution,
led by CEO Lou Gerstner, from a clumsy giant bleeding red ink five
years ago into a more focused, faster-growing, and steadily profitable
competitor. Gerstner turned the company around with harsh
cost-reduction measures and a focus on network-centric computing, what
it now calls E-business.”

(..)

“Under Gerstner, IBM has made a long string of deals to position
itself for E-business, the Equifax partnership being the latest. Since
its 1995 acquisition of Lotus Development, IBM has made a half-dozen
acquisitions to boost its E-business portfolio in
customer-relationship management, systems and networked computing
management, Web-site development, help-desk software and services,
data communications networks, and payment systems.”

Information Week
http://www.informationweek.com/690/90iueb2.htm


=====================================================


Ogilvy & Mather Worldwide: About the "e-business" campaign

“IBM sought to develop their strategic vision for the future of
technology. It's called e-business. Customers, employees, vendors and
suppliers—all connected. To one another and to the information they
need. Using Internet technology. And IBM tools. Transforming the way
companies do business, the way the world works. “

“The Campaign: IBM e-business is a fully integrated campaign that
presents one single brand message across all media.

The campaign: 
- Educates people about e-business opportunities, 
- Conveys the stature of the e-business vision, and 
- Positions IBM as the business-technology leader for the next
millennium.”

Ogilvy Campaigns
http://www.ogilvy.com/our_work/campaigns/ibmebiz_camp.html

Ogilvy & Mather Worldwide
http://www.ogilvy.com/o_mather/


=====================================================


Nostradamus On Advertising by  Audrey Fleisher, Creative Director and
Senior Partner, Ogilvy Interactive

“When Steve Hayden first joined Ogilvy in 1994, he made a conscious
decision to bring interactive in house.”

“As he describes it, "The idea was 360 Brand Stewardship, and it was
really required by IBM. Our idea was simply this: Direct is the future
of advertising, and interactive is the future of direct." One example
of richmedia from the IBM e-business campaign, was breakthrough for
its time. It was quite different from what the general agency was
working on, but it fit seamlessly into the e-culture campaign, which
featured case histories of companies using IBM technology on the web.
Executive Creative Director of OgilvyInteractive, Jan Leth, says that
he is very complimented when people ask if it was a lift from the TV
spot.”

Macromedia
http://www.macromedia.com/go/mfaa_article


=====================================================


An Information Week Online article dated December 15, 1997:

IBM chairman and CEO Lou Gerstner predicted that with IBM’s 1995
purchase of Lotus, IBM would dominate the next wave, which he dubbed
network-centric computing and which IBM now calls E-business.

“Virtually every major IT supplier has hopped aboard the
electronic-business bandwagon. IBM has been the most aggressive with
its broad strategy and $200 million ad campaign for "E-business," but
Digital Equipment, HP, Microsoft, Oracle, SAP, and Sun Microsystems
all have begun touting their products and services as
electronic-business facilitators”

(..)

“Two years ago, IBM chairman and CEO Lou Gerstner conceded that IBM
had lost the desktop battle to Microsoft. But starting with the $3.5
billion purchase of Lotus, he predicted IBM would dominate the next
wave, which he dubbed network-centric computing and which IBM now
calls E-business.”

Information Week Online
http://www.informationweek.com/661/61iuebz.htm


=====================================================


IBM 'e-business'

“By 1998 IBM had rebuilt its brand thanks to the ad agency Ogilvy &
Mather, and proposals were made for both regional and worldwide ad
campaigns to trumpet it.”
Red Pump
http://redpump.co.uk/book/campaigns/ibm_ebusiness_1_print/ibm_ebusiness_1_print.html


=====================================================

Search Criteria:
IBM "e-Business campaign"
Ogilvy & Mather


I hope the above information helps you in your research. If anything
is unclear or if a link does not function, please let me know and I’ll
be glad to offer further assistance.


Best Regards,
Bobbie7-ga

Clarification of Answer by bobbie7-ga on 09 Sep 2003 17:15 PDT
Marcost,

This snippet of information may interest you:

Recent Name-Change & Trademark News

“e-David Takes on Goliath - Mighty IBM faces a court battle with a
two-person consulting firm, E Technologies Associates LLC, over the
use of the "e" mark, which appears with a circling tail like an "@".
The small firm claims it was using the "e" trademark before IBM
launchedits e-business campaign.”

GT&A Strategic Marketing:
http://www.gtamarketing.com/NameChangeNews.html

Bobbie7
Comments  
Subject: Re: ibm "ebusiness" marketing campaign
From: morris-ga on 09 Sep 2003 16:43 PDT
 
It's such an interesting question, that I popped into Google Groups
and searched on e-business being used in public prior to 1997

://www.google.com/groups?as_q=e-business&safe=images&ie=ISO-8859-1&lr=&as_drrb=b&as_mind=12&as_minm=5&as_miny=1981&as_maxd=9&as_maxm=9&as_maxy=1996&hl=en

Actually, I searched for results before September 9th, 1996

The top hit was an announcement from 1995 stating that a new
publication titled "E-Business" was now online:-)

Sounds like the claim that IBM coined the term in 1997 is a little
weak.
Subject: Re: ibm "ebusiness" marketing campaign
From: morris-ga on 09 Sep 2003 16:48 PDT
 
Went back and looked again - the earliest use of e-business I could
find was from the rec.travel.marketplace

Date: 1994-07-24 09:15:19 PST 

"We're interested in secure ways of doing e-business, secure mosaic,
etc.
I'd like to follow your progress if possible." by B. Hettinga

://www.google.com/groups?hl=en&lr=&ie=UTF-8&threadm=rah-2407941213210001%40199.0.65.105&rnum=7&prev=/groups%3Fhl%3Den%26lr%3D%26ie%3DISO-8859-1%26as_drrb%3Db%26q%3De-business%26btnG%3DGoogle%2BSearch%26as_mind%3D12%26as_minm%3D5%26as_miny%3D1981%26as_maxd%3D9%26as_maxm%3D9%26as_maxy%3D1994

Important Disclaimer: Answers and comments provided on Google Answers are general information, and are not intended to substitute for informed professional medical, psychiatric, psychological, tax, legal, investment, accounting, or other professional advice. Google does not endorse, and expressly disclaims liability for any product, manufacturer, distributor, service or service provider mentioned or any opinion expressed in answers or comments. Please read carefully the Google Answers Terms of Service.

If you feel that you have found inappropriate content, please let us know by emailing us at answers-support@google.com with the question ID listed above. Thank you.
Search Google Answers for
Google Answers  


Google Home - Answers FAQ - Terms of Service - Privacy Policy