IBM drops blue look for new ads

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IBM Corp. eschews its traditional blue letter-box corporate campaign in new brand positioning ads from Ogilvy & Mather, New York, labeled "IBM Innovations." Although still under the e-business umbrella, the new work that broke during the World Series focuses on how IBM will change the future of business, instead of individual business solutions. The tag: "This is the future of e-business." Spending was undisclosed.

Copyright October 1999, Crain Communications Inc.

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