IBM BREAKS PRINT ADS TO EXPLAIN LENOVO MERGER
Effort Reassures PC Users That Service Remains Unchanged
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.
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.