Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


BtoB's Best - Integrated Campaign (more than $200,000): IBM Corp.

Published on .

Agency: Ogilvy & Mather New York
Campaign: “Watson”
Launch date: March 2011
Creative credits: Managing director, worldwide: Michael Dobak; executive group director: Kimberly Duffy; group account director: Ty Kendig; managing supervisor: Nicole Pinochet; account supervisor: Ben Ende; account supervisor: Lauren Pollare
Why we liked it: Great marketing often doesn't seem like marketing at all. IBM created a computer—named Watson after the company's founder—that could sort through unstructured data, such as writing, to answer questions. Watson faced human “Jeopardy!” champions and, remarkably, won. The contest demonstrated that IBM remains a player in the latest round of tech advancements.
Most Popular
In this article: