'Big Blue' birthday


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IBM's latest transformation has been the introduction of Smarter Planet, a business platform unveiled in November 2008 that shows how the company is providing solutions to help solve some of the world's most pressing problems in areas such as energy, transportation and healthcare. Ogilvy created an integrated campaign to introduce the Smarter Planet initiative, and it has continued to roll out new executions—including TV, print and online ads, interactive billboards and social media. “I think Smarter Planet is IBM at its best,” Aversano said. “IBM is a brand that has a point of view of what's going on in the world, and how it helps to shape that. IBM continues to push the boundaries of what technology can do to help advance business, societies and governments.” IBM's Kennedy said: “We view Smarter Planet as a contemporary expression of what IBM has been doing for 100 years. EBusiness was an expression at that time of how IBM was driving progress and helping clients be more successful. Smarter Planet is today's version of how IBM is helping its clients be more successful and helping make the world better.” Some of the newer components of Smarter Planet include Smarter Commerce, an e-commerce solution that reaches customers across multiple channels such as mobile devices and social media networks; and Smarter Cities, a program to help provide more efficient municipal infrastructures for areas like public safety and traffic systems. “The agenda is a vision of the future,” Kennedy said. “It's an optimistic message, an agenda that has helped in a lot of ways make the IBM brand more approachable. IBM has been seen as a big company and, because it's big, we're very careful to make sure we portray ourselves as an organization made up of people who are sincere about making the world work better.”

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