IBM is to give one agency, Ogilvy & Mather, all its advertising around the world; this is one of the largest account moves in advertising history. IBM currently uses around 40 agencies worldwide, spending up to £333m a year on advertising.
O&M will assume full advertising responsibility, including media buying, for the IBM brand and all IBM products and services from next month. The news follows a shake-up of IBM’s marketing and sales. O&M may well lose other clients as a result of account conflicts. O&M’s main clients include Unilever Ford and American Express. Agencies losing out because of the consolidation include Lintas, DDB Needham, and McCann-Erickson.
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