IBM last week consolidated about $100 million in global direct marketing assignments at four agencies, reducing its roster from nearly 30 shops.
The shops benefiting are: Strategic Interactive Group, a subsidiary of Bronner Slosberg Humphrey, Boston; Barry Blau & Partners, Wilton, Conn.; and OgilvyOne Worldwide and Wunderman Cato Johnson, both New York, according to Abby Kohnstamm, vice president of corporate marketing at the Armonk, N.Y.-based company.
A $15-20 million direct marketing program targeting small to midsized corporations is still up for grabs.
SIG will be responsible for developing worldwide Internet communications for the computer giant.
Barry Blau has won the assignment for Personal Systems Group, IBM’s personal computer unit. OgilvyOne will have global responsibility for IBM servers, software and services. Both shops will develop worldwide and localized programs for North America and Europe.
Wunderman, the only nonroster shop to get an assignment, will handle worldwide direct marketing duties for the Industry Solution Unit.
SIG, Blau Add More IBM Direct
