IBM tag marks new global effort

IBM's worldwide corporate campaign rolls into Canada this week with a new brand message designed by global agency Ogilvy & Mather.The campaign's objective is to reinstate the equity and value in the ibm brand and help reposition it for today's world...

IBM’s worldwide corporate campaign rolls into Canada this week with a new brand message designed by global agency Ogilvy & Mather.

The campaign’s objective is to reinstate the equity and value in the ibm brand and help reposition it for today’s world and tomorrow.

The result is the presentation of ibm as the solutions company via a new themeline, ‘Solutions For A Small Planet.’

The old line, ‘There Is A Difference,’ will gradually disappear, and the new slogan will become the common link for all the company’s products and services.

The first pool of three tv commercials breaks today, and new spots will be introduced at regular intervals.

Print advertising will follow within two weeks.

The campaign broke Jan. 1 in the u.s.

Michael MacDonald, corporate manager of IBM Canada, says the campaign is built on a wide range of executions, not just one message.

The commercials, shot in Paris, Prague and Marrakesh, Morocco, are not testimonials, but show ibm products providing solutions for specific situations or problems.

New advertising for ibm from o&m, hired last May, began last October with a campaign for personal computers, followed by the launch of its third-generation 32-bit operating system, OS/2 Warp.

All ibm advertising is now created on a global basis, with client and agency input from five parts of the world: Canada, the u.s., Europe, Asia Pacific and Latin America.