IBM and Ogilvy on the Keys to Their Successful 30-Year Partnership

Apple's not the only tech giant with cultural chops

In the ad world, 1994 marked a momentous occasion: IBM announced it had consolidated its entire account, naming Ogilvy as its global creative agency partner. Over three decades, the two have created memorable global campaigns such as “Think,” “Solutions for a Small Planet” and “E-Business.” Most recently, they collaborated on the Let’s Create” platform.

The work emerging over the last 30 years has kept the brand relevant and timely. Apple and Samsung may snag more headlines, but IBM’s juggernaut kept rolling smoothly from the consumer PR space to business services.

Lauren Costa and Denise Zurilgen, global executive creative directors at Ogilvy, note it’s the kind of partnership that you dream of—”shared ambition and a real respect for each other and each other’s expertise and skill.”

Muse interviewed Costa, Zurilgen and IBM global director of brand marketing Joe Prota on their long and fruitful partnership.

Why has the relationship lasted so long?

• Lauren & Denise: Ogilvy replaced over 70 agencies that IBM had working on its business. So, the stakes were really high. But both parties were up for it and honestly have been ever since. 

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What keeps IBM relevant?

• Joe: Continuous reinvention to meet the needs of businesses around the world. In its 100-year plus history, IBM has sold meat slicers, punchcard systems, typewriters, personal computers, cloud technology and led AI development. By embracing reinvention, IBM has preserved the ability to focus on what will help customers succeed and what will make the world work better. With each invention comes the opportunity to create impactful work that pushes the brand forward.

How has the brand evolved?

• Joe: If the business isn’t “precious” about evolving, then the brand can’t be precious about how it shows up. So, it’s really been a constant evolution—as the company has evolved, the brand has been right alongside. That means evolving as to what innovation looks like, and what we talk about. 

How do you leverage new technology to keep the brand front and center?

• Lauren & Denise: We’re always looking for ways not just to walk the walk, but to show what’s possible. That could be thinking of how we integrate IBM technology into the work itself—like, at the Met Gala, with the world’s first cognitive dress. Or using AI in our Las Vegas Sphere takeover at the Adobe Summit. We’re always looking to build in tech in what we do. 

So, innovation as integral to creating campaigns?

• Lauren & Denise: This is always the goal. But there are a few really memorable moments. When Watson appeared on Jeopardy—that was an enormous cultural moment—sparking a whole ecosystem of explanatory content to bring this new technology out of science fiction and into the public consciousness. It was also an enormous product demonstration that embraced entertainment and pop culture.

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How do you work together on campaigns?

• Lauren & Denise: We work together to solve the brand’s challenges. It’s agency and client against the business problem, not agency and client against each other. And when you think like that it opens so many doors. 

What is a recent campaign you’re proud of?

• Lauren & Denise: Fishy AI. This is work we did earlier this year to celebrate IBM and Adobe’s partnership during the annual AdobeSummit in Las Vegas. We needed to show marketing leaders what was possible through IBM and Adobe’s collaboration and inspire them to trust that they can have more confidence in generative AI. So, naturally, we turned the Las Vegas Sphere into a giant fishbowl of AI-created goldfish “gone wrong.” The “fishy fish” swam around the giant fishbowl, disappearing one by one until only the correct fish remained. Adobe even used the fish and their creation in a keynote, and attendees could “catch” them in a digital experience. And of course, there was merch. It was so big. And not just because it was on the Sphere, it was one of those ideas that everyone wanted to be a part of and really brought people into its orbit. You only really get ideas like what when you’re open to each other and working so closely together.

Any upcoming initiatives you can share with us?

• Joe: Businesses need help moving past AI pilots. They are looking for solutions tailored to the business. IBM has solutions for both problems and we were so excited to launch new films during the U.S. Open that bring those solutions to life.  

What key challenges do you face now vs. 10 years ago?

• Joe: We have to be mindful of very complicated buying journeys with many differently skilled stakeholders involved. That requires a different kind of marketing creativity and thinking than we used to plan for when decisions were more top-down and owned in the IT department. Also, the expectation of production needs and efficiency has radically changed as media has evolved. IBM has long had big tentpole moments it sponsors like the U.S. Open and the Masters. We have to do a lot more now to properly show up at these media moments while also fulfilling complex buying journeys—all with less budget than 10 years ago. A mass audience is not what it used to be five or even three years ago. So, we have to be so nuanced with how and where we talk to people. And do so really authentically, to be relevant and add value. 

What advice would you give to help clients and agencies stick together?

• Lauren & Denise: Neither of us, client or agency, are owners, or even managers. We’re stewards. We have a responsibility to take care of this wonderful thing that came before us and will live on after us. There have been giants on both sides. Industry legends who have made their careers together. You can’t achieve that unless you’re aiming your vision far enough down the road. To see a relationship that endures beyond your individual contribution and the individual work of the moment. 
• Joe: You must put in the work to communicate. Make time to talk about things outside of the task in front of you—team chemistry, burnout, leadership, the quality of the briefs, etc. These are the conversations that build understanding and trust. Moving so quickly can make it hard to find the time. But talking about the health of the relationship will pay dividends when the inevitable hardship pops up and allow client and agency to work as partners to find a solution.