IBM consolidated its agency roster for worldwide direct and interactive marketing to four shops from a field of 30. Combined billings are estimated at more than $100 million.
“We expect this decision will ensure a greater integration and brand consistency across our advertising and direct marketing activities,” Abby Kohnstamm, vice president for corporate marketing at the Armonk, NY-based company.
The four agencies are: Barry Blau & Partners in Wilton, CT, to handle assignments like IBM’s personal systems group; the Strategic Interactive Group, a unit of Bronner Slosberg Humphrey in Boston, to handle worldwide development and execution of interactive direct marketing campaigns for small and medium businesses, Gold Service, and the ShopIBM Web sites; Ogilvy One in New York, part of the Ogilvy & Mather Worldwide unit of WPP Group, to handle the software, servers and services businesses; and Wunderman Cato Johnson in New York, part of Young & Rubicam Inc., to handle industry groups and assignments in the Asian-Pacific and Latin American markets.
The decision reportedly came after a six-month review.
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