IBM Consolidates Global PR Acct.

NEW YORK–IBM has consolidated its global public relations account, estimated at $40 million, at three agencies.

A dedicated network named One Blue (comprised of various Omnicom agencies) will handle IBM’s consumer PR, which includes global services, financing, and sales and distribution. One Blue will be based in New York and includes Ketchum, Brodeur and Fleishman-Hillard, among others.

Magnet, with offices in New York and San Francisco, will handle the Armonk, N.Y.-based client’s technology and research PR efforts. Text 100, with offices in New York, San Francisco and London, will focus on IBM products.

The consolidation comes after a 3-month review and involved some 50 PR agencies on the IBM roster.