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IBM Corp., Armonk, N.Y.

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Company: IBM Corp., Armonk, N.Y.
Agency: Ogilvy & Mather, New York
Market: Technology
Quick chase: Every business has a story. Not every business can afford to have Academy Award-winning documentary director Errol Morris tell its story, but that's just what IBM did in “They Were There,” a 31-minute online video about the 100-year-old company's history. Combining archival footage and interviews with current and former employees, the documentary shows the role IBM played in the Apollo space program, civil rights and the development of the personal computer. In the documentary, retired IBMer Ralph Gomory says, “I could see the possibilities. You could do anything with a computer.” The same can be said of online video.
Clue: This documentary demonstrates to companies large and small the heights that online video can reach.
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