IBM Smarter Business

CHALLENGE:  IBM needed to drive closer association and perception lift with its business transformation capabilities.

INSIGHT: According to the IBM Institute for Business Value C-Suite Survey, only 9% of enterprises have successfully aligned their data and business strategies to enable data-driven decisioning at the speed of business. But for those businesses, they are seeing gains in innovation, operational efficiency and better customer experience.

SOLUTION:  Co-led a global, cross-unit campaign and narrative around IBM’s perspective on business transformation. The integrated campaign offered linkages to programs for experience, business applications, talent transformation, supply chain, operations and automation.

Anthem video delivered the message that leading businesses today are built for change. These businesses successfully align their business and data strategies to act at the speed of insight.

Interactive SmartPaper featured in-depth thought leadership and examples of Smarter Businesses, all tied to the theme of aligning business and data strategy, and routed to 5 audience-centric conversation campaigns, inclusive of experience, supply chain, automation, operations and business applications.

Bloomberg Partnership validated with a third party perspective the Smarter Business point of view on business transformation, inclusive of research, Q&A articles, webcast and media.

Smarter Business Review blog amplified thought leadership with a series of 6 Q&A articles with leaders and clients from across IBM company.

Audiogram series took a multimedia approach to curating thought leadership that drove over 600,000 organic views.

RESULTS:  Lifts in brand perception, pipeline and global adoption in all major geographies