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BtoB's Best - Online Campaign: IBM Corp.

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IBM Corp. Agency: Ogilvy & Mather New York Campaign: “Capabilities—City of Madrid” Launch date: April 2011 Creative credits: Art director: Jillian Abramson; copywriter: Fred Kovey; associate creative director: Dov Zmood; creative directors: Rob Jamieson, Chris Van Oosterhout; group creative director: Jason Marks; director: Rhett Wade Ferrell Why we liked it: Does anybody do b-to-b advertising better than IBM? This online campaign has a simple headline, “A smart idea in one city can make any city smarter.” And that headline, which topped an ad that appeared in an iPad edition of Time, was a gateway to a series of online videos showing how IBM's smarter planet is actually made up of a bunch of smarter cities. The most compelling video shows how IBM technology helped increase the effectiveness of Madrid's first responders following a 2004 attack on its commuter rail system.
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