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NEW YORK — IBM is kicking off a new global campaign, seeking to embrace its “e-business” theme around its software, server and storage offerings and timing it with the unveiling of the Wall Street Journal’s redesign, which debuted Tuesday.
The campaign builds upon the “e-business is the game. Play to Win” theme that started with a series of US-only TV spots in January using the game of basketball as a metaphor for the competitive nature of e-business and the level of integration both “games” require.
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