NEW YORK–IBM last week consolidated an estimated $100 million in global direct marketing assignments at four agencies, cutting its roster from nearly 30 shops.
The agencies benefiting are: OgilvyOne Worldwide and Wunderman Cato Johnson, both New York; Barry Blau & Partners, Wilton, Conn.; and Strategic Interactive Group, a subsidiary of Bronner Slosberg Humphrey, Boston. WCJ was the only nonroster shop to gain an assignment.
A $15-20 million direct marketing program targeting small- to medium- size corporations remains unassigned.
OgilvyOne will have global responsibility for IBM servers, software and services. Barry Blau & Partners was awarded the assignment for Personal Systems Group, the personal computer unit. Both shops will develop worldwide and localized programs for North America and Europe.
The Strategic Interactive Group will be responsible for developing IBM’s worldwide Internet communications.
WCJ will be handling worldwide duties for IBM’s Industry Solution Unit. WCJ will also localize all direct marketing materials for Latin America and the Asia/Pacific region.
“This decision is a natural evolution It provides integration,” said Abby Kohnstamm, vice president of corporate marketing at the Armonk, N.Y.-based company.
Separately, sources said some IBM managers feel the PSG division needs more attention than it is receiving from Ogilvy & Mather, which has the estimated $500 million general ad account. Kohnstamm denied there were plans to look beyond Ogilvy.
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