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
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.