IBM cuts direct agencies to focus on strategy

Article Abstract:

IBM consolidated its business-to-business communications by reducing the number of its direct marketing agencies from about 30 to 13. The winning agencies, selected based on their answers to strategy-oriented questions, will join with IBM's company teams on campaigns for business units across the US. They will also engage in regional campaigns for the firm's six sales regions. The winning agencies include BB& Marketing and C-E Communications.

Advertising agencies, Evaluation

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IBM mixes new media and direct to build Net brand

Article Abstract:

IBM Corp's Committee.net (http://www.ihost.com/committee) aims to build relationships between executives and company leaders. Committee. net contains professional and academic business opinions as well as business case studies. It also features business articles from different publications such as 'Information Week' from CMP Media and 'CIO' of International Data Group. These articles' focus are on the business issues at the Internet.

Methods, Internet/Web advertising, Internet advertising

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Direct titan Rapp Collins establishes b-to-b unit

Article Abstract:

Former IBM North America national campaign manager John Coe is now the senior VP-director of business marketing for Rapp Collins Worldwide's newly formed business-to-business unit. He handles business-specific client work. Rapp Collins plans to establish units for various direct industries and to create database products for its clients. It will also build strategic alliances with data compilers and the publishing sector.

Human resource management, Appointments, resignations and dismissals, Coe, Joe

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