IBM Canada has consolidated direct marketing for all its divisions with FCB Canada.

The assignment includes responsibility for business-to-business and consumer needs such as telemarketing and direct response print and broadcast.

Several agencies had been involved previously, including fcb, which already handled direct response for the Personal Systems Divisions.

Michael MacDonald, manager of corporate communications for IBM Canada, says the consolidation increases cost efficiencies while allowing for consistency and integration of the direct marketing efforts.

ibm moved its global advertising assignment with Ogilvy & Mather in May of last year, and the Canadian operation has continued in this direction by consolidating other communication functions such as public relations, collateral material and promotions. PS