This week, ibm will launch a wave of print creative supporting the rollout of OS/2 Warp, the third generation of its 32-bit operating system.
The advertising is one of several new ibm campaigns being introduced around the world by Ogilvy & Mather, the u.s.-based computer maker’s recently hired global ad agency.
Pulled accounts
ibm surprised the ad industry earlier this year when it pulled its various product and image accounts from agencies around the world and handed the entire business to o&m.
The new print ads for OS/2 Warp will be backed shortly by tv advertising out of o&m’s Los Angeles office.
Michael MacDonald, IBM Canada corporate manager of advertising, says one of the benefits of OS/2 Warp, which is targetted at home and business users, is that it is capable of conducting a multiplicity of tasks simultaneously.
Focus on multi-tasking
MacDonald says the concept of multi-tasking will be the focus of the computer application’s advertising.
The print ads, which he calls a global shell, will be customized for each country by the local o&m shop, in Canada by O&M, Toronto.
The launch ad includes a shot of the northern hemisphere from space, with a Canadian emphasis.
Warp will come loaded on computers from ibm as well as Toshiba, CompuAdd, and other manufacturers.
It will be an option on Dell computers.
Services
In addition to the soon-to-launch OS/2 Warp ads, ibm recently introduced advertising backing its services and a new home computer, Aptiva.
The company is also in the midst of developing an umbrella, corporate branding campaign, scheduled to launch Jan. 3.
