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Ogilvy’s $60 Mil. Global Effort Touts IBM’s ‘Middleware’

NEW YORK IBM Software Group launches an estimated $60 million global print and out-of-home campaign this week that aims to define the “middleware” category—software that connects personal computers to a company network. This is the first time IBM is focusing on a general category rather than a specific brand or service, said Ann Rubin, director of integrated marketing communications for the software group.

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