Ogilvy Touts IBM Innovation

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NEW YORK IBM today launches a new global campaign from Ogilvy & Mather that closes the book on its four-year-old “On Demand Business” effort and introduces the theme, “Innovation That Matters.”

The campaign, which includes TV, print, outdoor and Web ads, begins in the U.S. and will eventually spread to 12 markets worldwide.

Spending was not disclosed, but a company representative said “Innovation That Matters” would be the primary campaign for 2006, though one other product-focused effort also is planned.



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