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IBM goes for "a completely different look and feel" in each iteration of its annual report, according to Brian Doyle, IBM's director of international media relations-and the 2003 edition. via VSA Partners, distinguished itself by going largely outside the company. "The only IBMer pictured in the publication is our chairman, Sam Palmisano," notes Doyle, because this particular report aimed to "present a picture of the new business environment we see emerging worldwide; IBM isn't alone in its view of where business, technology and innovation are headed, so this year we showcased leaders in the worlds of business, the arts and public service." Among the notables on hand, via photographs and op-ed-styled contributions, were Martin Scorsese, Frank Gehry, Nokia chairman/CEO Jorma Ollila and eBay president/CEO Meg Whitman.

Client: IBM Design: VSA Partners, Chicago Creative Partner: Curt Schreiber CD/Print: Greg Sylvester CD/Online: Patrick Heick Photographers: Julian Broad, Walter Iooss, Carlos Serrao, Mark Smalling, Jens Umbach, Dan Winters, Christian Witkin

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