IBM Digital to Euro RSCG 4D

In the second major win for French holding company Havas in recent days, Euro RSCG 4D has been named global lead digital agency for IBM following a review.

Spending was not disclosed, but online outlays by the technology giant, mainly in the business-to-business sector, likely exceed $15-20 million annually.

In traditional measured media in the U.S. alone last year, IBM spent $105 million on ads, and $73 million through the first two-thirds of 2009, per Nielsen.

A Euro RSCG 4D rep indicated that IBM would become the agency’s largest digital client worldwide, but would not elaborate nor discuss potential spending. The New York-based shop picks up chores mainly held by Publicis Groupe’s Digitas in Boston. Ogilvy & Mather, a WPP Group unit, is IBM’s lead shop for traditional advertising. Ogilvy Interactive also works for IBM. Those assignments are not impacted by the hire of Euro RSCG 4D.

The appointment covers Web and digital branding, including the development of strategy, technology, design and social media outreach.

Euro RSCG 4D has worked with IBM previously, mainly on e-mail and relationship marketing chores.

The win comes on the heels of Havas Media adding some $350 million in overseas buying and planning duties from Hyundai/Kia, a victory the agency confirmed today.

Euro RSCG 4D has had recent roster additions of its own in recent months, including Lacoste, Jaguar, Sprint and EDF.

Nielsen Business Media