Online Exclusive: Account Action

OGILVY GETS $100 MILLION LENOVO AD ACCOUNT

Chinese Computer Maker Bought IBM's PC Unit

By Published on .

NEW YORK (AdAge.com) -- Months after buying IBM’s PC unit, Lenovo Group has handed its global advertising and marketing tasks to Big Blue’s agency of record, WPP Group’s Ogilvy & Mather Worldwide.
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Lenovo is the largest manufacturer and marketer of computer systems in China and the third largest in the world.

Billings are expected to be more than $100 million.

Ogilvy and MindShare
Ogilvy, OgilvyOne, Ogilvy Interative and media and planning network MindShare will handle a wide range of marketing duties for Lenovo, including general advertising, one-to-one marketing and direct marketing.

IBM spent more than $113 million in measured media on its PC division in 2004, according to TNS Media Intelligence, but it’s unclear whether spending will change dramatically. The move came without a review.

ThinkPad notebooks
Ogilvy's assignment is to build the brand and promote products like ThinkPad notebooks and ThinkCentre desktops.

The first ads to support Lenovo, which has approximately $13 billion in revenues, are appearing this week. The campaign, designed to highlight’s Lenovo’s innovations, will appear in national newspapers and other high-level publications.

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