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NEW YORK — IBM takes a whimsical detour this week from its sports-metaphor theme, “e-business-play to win,” with a lighthearted summer national TV campaign.
Created by WPP Group’s Ogilvy & Mather, New York, the warm-weather effort is backed by an estimated $35 million in spending, sources said.
“In the fall through the spring, you have a lot of big events-primarily sports, of course-that you can advertise on and look to tie the brand into,” said Tom Bagot, associate creative director at Ogilvy.
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