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BtoB

IBM takes on Amazon in new ad campaign

Published on .

Armonk, N.Y.—IBM Corp. has launched an ad campaign for IBM Cloud, going directly against competitor Amazon. The campaign, which includes TV, print, online and outdoor, was created by Ogilvy & Mather, New York. The effort shows how IBM stacks up against Amazon in the enterprise space, the federal space, and now—with the recent introduction of IBM SoftLayer—the Web marketplace category. Copy in one ad begins: “Whose cloud powers 270,000 more websites than Amazon? If your answer is IBM, you're among the well informed.” The campaign budget was undisclosed, however Mike Azzi, an IBM spokesman, said that “it accounts for a significant chunk of IBM's Q4 advertising budget.”
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