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IBM launches new agency model for direct marketing, interactive support

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Armonk, N.Y.--IBM Corp. on Tuesday announced that it has developed a new agency model for the direct marketing and interactive components of its global integrated marketing communications program. Under the new model, slated to go into effect early next year, IBM will work with two strategic agency partners-OgilvyOne Worldwide and Wunderman, both divisions of WPP Group plc-on all aspects of direct and interactive marketing communications, ranging from online banner ads to direct mail campaigns. The two ad agencies will help IBM to execute its entire "demand generation" campaign with a common, streamlined message. IBM currently works with seven agencies on direct and interactive marketing.
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