Singapore – Ogilvy and IBM have ended their creative partnership spanning 32 years, the agency has confirmed to MARKETECH APAC.
In a statement, an Ogilvy spokesperson said, “Ogilvy has made the decision not to participate in the upcoming creative RFP for IBM. We are immensely proud of our 32-year partnership, a tenure nearly unrivaled in this industry.”
“Together, we have built one of the world’s most iconic brands through campaigns that defined eras of technological progress. While we have chosen not to move forward in this process, we celebrate our shared history and wish the IBM team continued success,” it added.
MARKETECH APAC has also reached out to IBM for comments.
Ogilvy’s recent work with IBM was for its global brand campaign “Let’s create smarter business”, which highlighted its approach to applying emerging technologies to help enterprises boost productivity, efficiency, and agility.
In 2024, Ogilvy and IBM celebrated 30 years of their partnership at 3 World Trade Center in New York, celebrating iconic campaigns for IBM over the years, including “Solutions for a Small Planet,” “E-Business,” “Smarter Planet,” “Watson,” “Think,” and the latest, “Let’s Create.”
The partnership between Ogilvy and IBM began in the 1994 as the agency handled IBM’s corporate branding, internal communications, and B2B marketing. These included print and trade campaigns promoting IBM’s hardware and software solutions to enterprises. Back then, IBM’s decision to consolidate its entire advertising account with Ogilvy was valued at $500 million.
In 2008, IBM–together with Ogilvy–launched its “Smarter Planet” campaign, which positioned IBM as a driver of social and business progress using technology, and showcased how IBM technology helps cities, healthcare, infrastructure, and energy systems.
Around the late 2010s the partnership evolved to highlight IBM Watson, its AI solutions, and Cloud technology, including “Designed for Data”, which visually represented complex cloud infrastructure.
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