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IBM Launches Advertising to Spotlight Software Business

Campaign is First to Link IBM's Strategic Middleware Offerings

ARMONK, NY - 19 Mar 2001: IBM today debuted new advertising as part of a global marketing initiative to highlight its software as a critical building block of e-business infrastructure. The ads are the first to link IBM's four middleware offerings -- DB2, Lotus, Tivoli and WebSphere -- within the same campaign.

The software campaign targets developers, business executives and other IT professionals through a combination of broadcast, print, web and non-traditional media, such as outdoor billboards. In addition to television and print advertising for software, IBM will spend about $110 million in other marketing activities, including direct marketing, business shows and other events, and Web, to support this campaign. The new advertising is part of IBM's worldwide e-business infrastructure campaign, launched in December 2000.

"This campaign uses the strength of IBM's entire software portfolio to show our full range of open middleware that can run on multiple platforms and systems, a growing demand by e-businesses today," said Lou D'Ambrosio, Vice President of Worldwide Marketing, IBM Software. "It underscores the value of IBM's individual middleware offerings, while uniting them with a common look and feel that reflects the integrated solutions IBM offers to help companies build e-infrastructure."

The campaign uses humorous vignettes that feature two "visitors" from a parallel universe where software is closed, proprietary and difficult to use. On Earth, they seek better software and find it from IBM with DB2, Lotus, Tivoli and WebSphere.

The new creative builds on previous software advertising, featuring the voice of Avery Brooks, known for his roles on the TV show, "Spencer for Hire," and the movie, "American History X." Brooks will also be featured in additional television spots for specific software offerings, continuing the creative theme of last year's campaign.

The campaign was designed by Ogilvy & Mather Worldwide, a unit of WPP Group PLC. It will continue to use the IBM e-business "e" and software tagline --"It's a different kind of world. You need a different kind of software."

The campaign will run throughout 2001 in the U.S., Canada, Germany, France, Italy, Britain, Japan and Australia.

IBM Software is the second largest software company in the world with revenues of $12.6 billion (FY2000).

About IBM
IBM is the world's largest information technology company, with 80 years of leadership in helping businesses innovate. IBM Software offers the widest range of middleware and operating systems for all types of computing platforms, allowing customers to take full advantage of the new era of e-business. The fastest way to get more information about IBM software is through the Internet at: http://www.ibm.com/software.

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Contact(s) information

Susan Rash
IBM Media Relations
908-232-9279
srash@us.ibm.com

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Software
Information Management, Lotus, Tivoli, Rational, WebSphere, Open standards, open source