IBM Print Ads Target Smaller Businesses

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IBM began a print campaign for its newest ThinkPad notebook computer, the T30, spotlighting how leaders in fields from fashion to medicine to planetary science use their notebooks.

The ads are running in major business dailies, personal financial and lifestyle publications and magazines targeting small and mid-size businesses. These publications reinforce IBM's focus on smaller businesses. The ads will run in Canada, Europe and Japan next month.

Using the tagline, "Where do you do your best thinking?," the ads illustrate "behind-the-scenes moments" in business to show how technology can play a role in business and personal success. One ad features Keith McNally, the person behind the New York restaurants Balthazar and Pastis, sitting at a table at Pastis conducting business on his ThinkPad. Another ad shows Dr. Jill Tarter, director of the nonprofit SETI Institute (Search for Extraterrestrial Intelligence) sitting outside her cabin at the Arecibo, Puerto Rico, research facility searching for signals.

IBM worked with agency partner Ogilvy & Mather on the campaign.


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