IBM slashes DM roster to core

IBM has completed the review of its dollars 150m (pounds 93m) global direct marketing account, reducing its roster from more than 30 agencies worldwide to just four. Ogilvy One remains IBM’s strongest European partner, retaining the software, servers and services account.

IBM has completed the review of its dollars 150m (pounds 93m)

global direct marketing account, reducing its roster from more than 30

agencies worldwide to just four. Ogilvy One remains IBM’s strongest

European partner, retaining the software, servers and services

account.



The move to consolidate below the line is reminiscent of IBM’s shock

review in 1994, when it jettisoned more than 40 ad agencies around the

world to award its dollars 500m (pounds 310m) ad account to Ogilvy &

Mather Worldwide.



Those pitching for DM work on the company’s three main product lines -

servers, software and personal computers - included Ogilvy One,

McCann-Erickson Worldwide, Publicis and Rapp Collins Worldwide.



Agencies which have lost out include US-based direct marketer Devon

Direct and Bronner Slosberg Humphrey.



Although Ogilvy One has been responsible for much of the European direct

marketing business in the past, many more agencies have worked on the

business in the US and Asia.



Ogilvy One’s most recent work was a pounds 4m electronic commerce

campaign, which encouraged greater use of the Internet for conducting

business.



Its remit covers hardware and software products.



Wunderman Cato Johnson is now the sole agency of record in Asia Pacific

and Latin America and will execute all global and local campaigns in

those regions.



US agency Barry Blau and Partners will continue to handle IBM’s

relationship marketing programme, Gold Service, which targets the

company’s 200 most important enterprise customers.



It will also handle DM for flagship products ThinkPad and the PC desktop

line.



Strategic Interactive Group will handle interactive DM on small and

medium businesses.



’Our objective is to concentrate DM work with a far smaller set of

world-class agencies at the best possible value,’ said a company

spokesman.



The move is part of IBM’s on-going attempts to cut costs and bring

consistency to the brand.



Consolidation of the entire IBM UK business began in December and the

search to fill the post of UK marketing director - vacant for two years

- began last month.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer