IBM Corp., Armonk, N.Y., is joining forces with Interpublic Group of Cos. units FutureBrand and Coleman Group, to create a global e-branding consultancy that will service Fortune 1,000 and Internet companies. The alliance marks the latest in a series of initiatives over the past few months designed to position Big Blue as a full-service partner to emerging dot-coms. FutureBrand and Coleman will offer integrated corporate and consumer online branding expertise across all industries through IBM Centers for E-business Innovation. The new partnership extends IBM's relationship with Coleman's HyperMedia digital branding arm formed last fall. "As e-business matures in both the business-to-business and business-to-consumer markets, success will become increasingly defined by the nature and quality of interactions brands establish with their customers across multiple channels. This is driving client demand for e-branding solutions that create a consistent brand experience in both physical and virtual environments,'' said Neil Isford, VP for e-business, IBM Global Services. A New York-based team of e-branding specialists will service the U.S. A London office will open later this year.
Copyright May 2000, Crain Communications Inc.