POWER PLAY: IBM continues its transformation to one-stop solutions provider of services for any size business. Abby Kohnstamm, 52, oversees the marketing that fuels that evolution, with the "On-demand business" tag from Ogilvy now in its second year. This year's "Help Desk" executions engaged customers with compelling ads.
DOWNSIDE: IBM announced it will cut 10,000-13,000 jobs as part of its restructuring around business consulting services, though many of the jobs are to be cut from global services and overseas. Still, this acceleration of the ongoing transition from equipment provider means more financial, and possibly brand image, bumps in the road ahead as IBM tries to maintain a delicate balance between old and new.