New IBM campaign touts e-business

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IBM Corp. today begins a $50 million to $60 million U.S., European and Canadian campaign running through August to explain how customers can execute e-business. IBM's latest corporate campaign will be launched in the U.S. with three humorous TV spots in IBM's "blue letterbox" format, with a four-page newspaper insert May 12 showing how customers Mercedes-Benz and Gulfstream Aerospace Corp. do e-business. A second insert appears late this month; Web and radio ads also will run. Print will run across Europe, with the TV spots airing in France, Germany and the U.K.

Copyright May 1999, Crain Communications Inc.

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