IBM targets Sun with guerrilla tactics

Article Abstract:

IBM is running print ads and posters for its RS/6000 server that poke fun at Sun Microsystems by copying the advertising layout, typeface, and logo size developed for Sun by Lowe and Partners/SMS. The Ogilvy and Mather ads for IBM feature large capital letters against a white background over a small corporate logo, and say that Sun's UNIX servers are no larger than the Bernese mountain dogs Sun uses as a mascot. IBM is using guerrilla marketing to help it appear more competitive and "feisty," according to marketing vp Maureen McGuire. IBM has traditionally used its estimated $750 million ad budget on TV ads and major event sponsorships rather than quick attacks on competitors.

Comment:

Runs new ads copying Sun's layout, logo, and typeface to poke fun at Sun Unix servers

Electronic Computer Manufacturing, Print Media, Dedicated Computers, Slogan, International Business Machines Corp., Servers (Computers), Ogilvy and Mather Worldwide Inc., Article, Lowe and Partners/SMS

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P&G to ad agencies: please rewrite our old formulas

Article Abstract:

Procter & Gamble seems to realize that if it is going to double sales to $70 billion by 2005, it has to do something about its so-so advertising. To do that, P&G has made some changes and directed its agencies to be more creative. Now one P&G person instead of six has ad approval responsibility. Creating a new Bounty ad used to take 6-9 months. The newest one took 90 days. In the past, agencies that didn't follow P&G's restrictive directives lost the account. Any part of the $3.7 billion ad budget is a lot to lose.

Company Planning/Goals, Television, Soap and Other Detergent Manufacturing, Soap and other detergents, Soaps & Detergents, Marketing/Advertising Theory, Marketing, Abstract, Procter & Gamble Co., PG, Cleaning agents industry, Housewares

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