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IBM next month launches its first campaign targeted overtly at the gay community via an ad that will run in The Advocate, Out and about 40 other gay-themed publications.
The ad, created by IBM shop Ogilvy & Mather in New York, courts the gay business community. Above a diverse group of men and women, the headline links IBM’s Armonk, N.Y., headquarters with well-known gay hangouts: “Chelsea/Provincetown/The Castro/ Armonk.” Copy explains that the six people shown are IBM employees who belong to the company’s 1,100-member GLBT (Gay Lesbian Bisexual Transgender) Network.
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