IBM Charts New Brand Direction With Campaign Built Around Creativity

The tech company's new tagline is 'Let's Create'

Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.

IBM is a charting a new course for its brand in what the tech company says is its most significant campaign in more than a decade.

The company has rolled out a new global campaign from Ogilvy themed around the tagline, “Let’s Create.” Narrated by Donald Glover, a simple 30-second spot shows a blank page and a cursor followed by text illustrating some of IBM’s core business goals. The campaign will also encompass digital, paid social, out-of-home and other channels.

IBM

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in