THIS WEEK: IBM unifies strategy

IBM’s PC division has pooled its worldwide sales promotion business into a single agency network, in a bid to bring a common strategic goal to its incentive marketing.

IBM’s PC division has pooled its worldwide sales promotion business into

a single agency network, in a bid to bring a common strategic goal to

its incentive marketing.



The account, worth about pounds 23m, has been won by Einson Freeman

Promotional Campaigns, which includes Einson Freeman in the US and

Promotional Campaigns in the UK. The agencies will be responsible for

all consumer and trade promotions for Aptiva, ThinkPad and IBM PC’s and

servers.



EFPC, part of the WPP Group, won the business after a three-way pitch

against Alcon, part of the Omnicom Group, and the US firm Clarion, which

is linked with UK agencies DMB&B and IMP.



EFPC now joins what James Corcoran, vice president marketing and

communications for IBM Personal Systems Group, refers to as the

Integrated Marketing Core Team.



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