IBM Raises Seven Points to Agencies By Cathy Taylo

NEW YORK - Any agency that makes it into the next round of the IBM Personal Computer Co. review will have to come up convincing explanations to seven points raise

The letter also contains one odd request: ‘If there are any ‘suits’ lurking about, give them movie money.’ PC unit execs, it seems, want to meet the worker bees.
Prior to beginning meetings with the 11 shops in the first serious round of the $30-35 million review, consultant Arthur Einstein sent each a letter outlining seven points that the IBM executives running the pitch would like to talk about.
Agencies outside New York were visited by a team including Einstein, PC unit vp/communications C. Ray Freeman, PC unit ad manager Rene Ward and IBM corporate vp/communications Abby Kohnstamm last week.
Topics of conversation include: ‘Your view of what makes good advertising in the category . . . The role of computers and Pc’s in your present operation . . . Your view of the ideal client/agency relationship . . . Your perception of the IBM brand and the IBM PC Co. in the marketplace today . . . How your agency supports the marketing process from the advertisement in general media, through the point of purchase’ and how each shop works through the advertising process.
In a sign of its desire to perhaps have a dual agency structure for the PC unit, the letter also asks agencies if they can live with a policy calling for sharing ideas with other IBM shops.
Young & Rubicam/N.Y. bowed out last week. Leo Burnett Co., Chicago, and Fallon McElligott and Carmichael Lynch in Minneapolis are among finalists.
Copyright Adweek L.P. (1993)