TITLE

Secret to IBM's `magic box' ads: server as brand

AUTHOR(S)
Vagnoni, Anthony
PUB. DATE
July 1999
SOURCE
Advertising Age;7/12/1999, Vol. 70 Issue 29, p18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the June 1999 launch of an advertising campaign created by Ogilvy & Mather of New York for the servers of IBM. The campaign includes a television commercial directed by Joe Pytka, print advertisements, outdoor boards, and many other components. IBM servers are positioned as a magic box that connects users to the Web. Ogilvy & Mather believes that the server is a brand in relation to electronic commerce. The target market ranges from chief information officers to small-business owners.
ACCESSION #
2025240

 

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