Ms. McGuire, 49, is responsible for creating a message that continues to resonate through dot-com boom and bust. A series of e-business solutions ads from WPP Group's Ogilvy & Mather Worldwide, New York, start from the premise that IBM is the place where people who want to run their businesses on the Web go for answers.
Ms. McGuire thinks creatively about the new stories that Big Blue can tell to explain the relevance of its e-solutions to a diverse customer base. "We see [e-solutions strategy] as a communications strategy that is linked to the business strategy to position IBM as the e-business leader in the industry," she says.
The communications and marketing platforms cut a wide swath across all the company's business units-servers, global services and software. Messages must be integrated across media. "TV advertising [on e-solutions] is a huge part of the mix," she says, "but it is only part of the mix."