IBM Corp. breaks the latest installment in its e-business brand campaign today with seven new creative executions via Ogilvy & Mather Worldwide, New York. The new ads support its sponsorship of the U.S. Open tennis championships, which start later this month. Print, radio and online creative feature edgy b&w photography with an urban feel and use the tagline "www.usopen.org is an IBM e-business.'' Print ads will appear in national sports magazines, including ESPN Magazine
, Sports Illustrated
; wild postings and subway signage are also planned.
Copyright August 1999, Crain Communications Inc.