IBM Corp., Armonk, N.Y., has hatched a $75 million b-to-b advertising campaign designed to distance its e-business consulting practice from the pack. Created by Ogilvy & Mather Worldwide, New York, the print campaign includes the IBM ``e-business consulting'' logo and features copy highlighting why businesses should contact IBM before making their next move on the Web. Appearing in business weeklies, as well as The New York Times
and The Wall Street Journal,
the campaign represents more than 11% of the $660 million IBM plans to spend on advertising this year. A small part of its overall consulting practice, IBM e-business services, saw revenue surge 60% in 1999, reaching $3 billion. Competitors abound, including a host of new Internet consulting practices, as well Electronic Data Systems Inc., Plano, Texas, and Hewlett-Packard Co., Palo Alto, Calif.