IBM Continues Marketing Consolidation With Interactive

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IBM, Armonk, NY, yesterday consolidated its $40 million Internet advertising account down to six agencies from more than 60. The consolidation mirrors similar moves that the company has made with the advertising, direct marketing and business show portions of its marketing program.


The selected agencies are Modem Media.Poppe Tyson, OgilvyInteractive, R/GA Interactive, Strategic Interactive Group, Studio Archetype and THINK New Ideas. In February, IBM narrowed its direct marketing roster from 30 agencies to four. The four selected -- OgilvyOne, Barry Blau & Partners, Wunderman Cato Johnson and Bronner Slosberg Humphrey -- split $120 million worth of business.


The newly selected interactive agencies will provide strategy, marketing, design, and interactive advertising activities to support IBM in North America, as well as its other geographic regions, including Europe/Middle East/Africa, Latin America and Asia Pacific. IBM executives said the consolidation reflects IBM's commitment to e-business and its goal of an even more unified customer experience on its Web sites.


"Our goal is to drive a consistent IBM brand image on the Web and to enhance the value, consistency and efficiency of interactive Web work with a core group of preferred interactive agency partners," said Abby Kohnstamm, senior vice president at IBM.


The consolidated agency framework will take effect Jan. 1.

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