A stylistic departure for I.B.M

Article Abstract:

IBM launches an ad campaign portraying a revitalized image and communicating the belief that IBM cares about its customers. IBM wants 'to celebrate the new upbeat feeling at the company,' according to a spokesman for Wells, Rich, Greene, which created the television and print campaign. Four 60-second commercials, which began on Tue, July 4, 1990, have IBM listening to customers, creating innovative products and helping to solve global problems. Some commercials emphasize a theme that is increasingly popular with advertisers - the corporation as a global humanitarian. IBM wants to be seen as a company that can make a positive difference in the world, helping to solve social or environmental problems. One spot, called 'Values That Last,' shows IBM employees talking about the company: 'IBM is a company,' one of them says, 'that struggles very hard to be decent.'

Planning, Advertising campaigns, column, Computer Industry, Issues/Society

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Advertising: in overseas campaign, I.B.M. tries to brighten its Big Blue image with a pink cartoon character

Article Abstract:

IBM is trying to soften its hard-edged image by using the Pink Panther cartoon character in overseas advertising campaigns. In Jun 1993, the IBM Personal Computer Co unexpectedly put its $80 million account up for review. Currently, Lintas New York handles US campaigns for the unit, while Lintas Worldwide and GGK split European responsibilities. The idea for licensing the Pink Panther came from GGK. Nick Arnold of GGK in Paris says tests showed that the Pink Panther has valuable qualities that IBM desired; he is unafraid of modern technology and has charm, humor, class and credibility. IBM paid Metro-Goldwyn-Mayer Inc an undisclosed sum for rights to use the character. IBM could not obtain domestic Pink Panther rights because they belong to insulation manufacturer Owens-Corning Fiberglass Corp.

Prepackaged software, Column, Public relations, Cartoon characters, Image

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MCI pulls account from Wells, Rich

Article Abstract:

MCI Communications Corp pulls its advertising account from Wells, Rich, Greene Inc and gives it to Messner, Vetere, Berger, Carey, Schmetterer Inc. The telephone company will not comment on the decision to switch its $50 million account, but observers attribute the shift to a reorganization in the company, which includes new advertising executives. MCI feels pressure from shareholders to improve performance, which is poor partly because of a marketing blitz by its competitors AT and T and US Sprint Communications Co. MCI has failed to meets its rivals in the biting and critical marketing arena.

Advertising agencies, Telephone communications, exc. radio, Telecommunications services industry, Telephone companies, MCI Communications Corp., MCIC, Telephone Company, Messner, Vetere, Berger, Carey, Schmetterer Inc.

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