Top 25 newsmakers: Abby Kohnstamm, senior VP-marketing, IBM Corp

Maddox, Kate
June 2005
B to B;6/13/2005, Vol. 90 Issue 7, p32
The article reports that Abby Kohnstamm, who joined International Business Machines Corp. (IBM) in 1993 and worked her way up the corporate marketing ranks, became the company's first female senior vice president in 2000, with overall responsibility for global marketing operations. In October 2002, under Kohnstamm's direction, IBM has launched a major campaign with the tagline "E-business on demand." The campaign, created by IBM's agency, Ogilvy and Mather Ltd., was a global integrated effort that included TV, print, online, direct, and outdoor and events. In the first quarter after the campaign was launched, TV ad awareness for IBM grew by 20 percent. Under Kohnstamm's direction, IBM has continued to launch award-winning campaigns for its "on demand" agenda.


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