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IBM makes the most of many media

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Lisa Baird
Title: VP-worldwide integrated marketing communications
Company: IBM Corp.
Years in current job: 2
Quote: “Our marketing strategy is to continue to push the on-demand business agenda.”


As VP-worldwide integrated marketing communications for IBM Corp., Lisa Baird is responsible for all strategic brand, product and services advertising at IBM, as well as media, direct, interactive, events and sponsorships.

She joined IBM in 2000 as VP-worldwide advertising, and was named to her current position in 2002.

In 2004, Baird continued to drive the "On Demand" campaign for IBM through TV spots, print, online, direct, events and other media.

"We really continued to push the envelope in being very client-focused and being seen as a company that is responsive to clients' needs," Baird said. "One of our challenges is that we target C-level executives who consume many different media. Our clients are global travelers at multinational corporations, so we try to engage them in innovative ways and develop truly global programs."

For example, IBM this year teamed up with CNN on a global broadcast partnership, sponsored the U.S. Open tennis tournament and used streaming media on sites such as CNN.com and ESPN.com to communicate with business and IT audiences.

Baird was also responsible for IBM ad campaigns this year including "On," "Middleware Is Everywhere," "E-server," "Cafe Society" and "Prodigy."

Baird said another one of her challenges is to rigorously test all marketing messages to make sure they are accomplishing IBM's communications goals and are seamless across all media. She said continuous experimentation is an important part of her job.

"We continue to push every person in communications to try new ideas, whether they are new media technologies or new ways to talk to customers," Baird said. "We want to pioneer the next wave of communications frontiers that will keep us relevant."

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