In the second major win for French holding company Havas in recent days, Euro RSCG 4D has been named global lead digital agency for IBM following a review.
Spending was not disclosed, but online outlays by the technology giant, mainly in the business-to-business sector, likely exceed $15-20 million annually.
In traditional measured media in the U.S. alone last year, IBM spent $105 million on ads, and $73 million through the first two-thirds of 2009, per Nielsen.
A Euro RSCG 4D rep indicated that IBM would become the agency’s largest digital client worldwide, but would not elaborate nor discuss potential spending.
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