IBM

Share this article:
IBM
IBM

IBM, a company that has been in the technology business since 1911, has shifted its business model to focus on business technology and IT services.

In the 1980s, IBM focused on selling PCs and business computers to various industrial markets. Throughout that decade, IBM's advertising featured Charlie Chaplin's Little Tramp character, which was created by ad agency Lord, Geller, Federico, Einstein. The commercials playfully used the character to evoke the ease of using a personal computer.

In 1992, IBM launched the ThinkPad, an early “mobile” computer – known today as a laptop. Sold to both the business and consumer market, IBM advertised the ThinkPad widely. But after facing competition from other computer makers, IBM sold its entire desktop and notebook computer division to Chinese manufacturer Lenovo in 2004.

In 1995, IBM launched an Internet search tool and began digitizing music for EMI Music. And in 1997, it was one of the early advertisers on Yahoo, inking a deal to advertise across the search portal's online properties. In 1998, IBM released a tool for serving rich media Internet ads online.

In the late 1990s, IBM created the IBM Centers for Solutions and Innovation, focused on building solutions for the Web. This quickly morphed into a business offering services across multiple channels. Because the original name didn't quite define this extended offering, in 2008 the agency rebranded itself IBM Interactive.

On the agency side, IBM has had a long affair with Ogilvy. That firm worked on a campaign in 2000, creating ads that targeted competitor Sun Microsystems. It also has worked with Wunderman on some other campaigns.

IBM also recently released an e-commerce platform, which retailers can use to enable their e-commerce stores for mobile and social commerce. It also offers Web security, semiconductors and point of sale services.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in 30th Anniversary Issue

Sign up to our newsletters

Latest Jobs:


Company of the Week


Founded in September 2009, Stirista is an integrated marketing agency that specializes in micro-targeting via traditional and digital channels. Our mission is to help companies, non-profits, and universities alike find new prospects and better understand their existing contacts. We are on the preferred vendor list for a handful of Fortune 500 companies with three of the ten largest companies in the world turning to us for marketing insights. To put it simply, we're young (at least at heart), ambitious, and sometimes impulsive-but always hungry for new ideas.

Featured Listings

Stirista

Stirista

Founded in September 2009, Stirista is an integrated marketing agency that specializes in ...