IBM cools on Olympic ads

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IBM Corp., Armonk, N.Y., in the final year of its Olympics sponsorship, is leaning toward running Olympic-theme advertising only in Australia, say people familiar with the situation. The Summer Games will be held in Sydney. In previous Olympic years, Big Blue typically ran as many as five Games-oriented TV spots and six print ads in North America, tying its brand to the global event. This year, IBM is considering running non-Olympic, e-business creative in North America during the September Games. A person close to the matter said Abby Kohnstamm, IBM's senior-VP of marketing, is intent on pushing a "harder sell" message to drive the company's e-business initiatives. Ogilvy & Mather Worldwide, New York, is the agency of record.

Copyright April 2000, Crain Communications Inc.

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