IBM launches ad campaign for consulting business

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New York—IBM Corp. has debuted an ad campaign for IBM Business Consulting, developed by Ogilvy & Mather.

The campaign includes TV, print and online, and represents IBM’s first major ad campaign for its consulting practice since it acquired PricewaterhouseCoopers.

The campaign has the tagline "The other IBM";it launched last Friday with a print ad in The Wall Street Journal. TV spots broke Sunday, and magazine ads begin this week. Online will follow.

In the campaign, the focus shifts between the roundtable of knights at King Arthur’s court and a contemporary business roundtable, where past and present enterprises find they are faced with similar problems, from supply-chain challenges to human resource issues.

The budget was undisclosed.

—Kate Maddox

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