IBM Latest to Shift Money From Ads

IBM is the latest advertiser to illustrate the ongoing shift from traditional advertising to other marketing approaches as the company moves money to fund its foray into the making of short films.

“We’re investing in this and there’s only one pot of money,” Deirdre Bigley, vp of worldwide advertising and interactive at IBM, told Adweek. Acknowledging that the result would be less spending on traditional ads, she noted, “There’s no way around it.”

As a result, Big Blue will spend less on advertising this year, though Bigley declined to quantify the shift.