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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.