Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
IBM had lost relevance with the tech community. Seen as a obsolete tech giant, their vision of the future was no longer resonating with tech audiences. We had our work cut out for us: convince a tech community that 110-year-old IBM was positioned for where the industry was headed, not where it has been.
Research uncovered a tension between how IT leaders are perceived, and what their job actually is. They're seen as technicians and plumbers within their enterprise–fixing problems, or "frankensteining" legacy systems together.
But in...