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PROJECT GOAL
Develop an implementation strategy for ibm.com that will engage new customers and still be supportive of IBM’s overall branding strategy.

PROJECT BACKGROUND
IBM asked their three main online agencies, Studio Archetype, Nicholson NY and OgilvyOne, to collaborate in considering how and whether to “split” IBM’s web presence into different areas that reflect the difference between IBM’s core product and service information, and more esoteric content, such as the event sites that IBM sponsored.

Fed up with the various division’s competing agendas, IBM wanted a recommendation on how to proceed with their web presence. What should ibm.com represent when there was only one url for IBM?

Steps for this project:

Submitted by:
Clement Mok

Date:
April, 2003
 

Client Name:
IBM.com

Project Name:
Sybil

Date Started:
June, 1997

Date Completed:
August, 1997

Duration of Project:
2 weeks

 
Project Team:

Carol Moore
Investigator of problem
Gen. Mngr. IBM.com

Alex Wright
Provided background info on content,market and audience
Creative Dir. of IBM.com

Tom Andrews
Mapped issue and wrote summary
Content Strategist, Studio Archetype

John Grotting
Visualize model and recommendations
Creative Director, Studio Archetype

Clement Mok
Provided insight on content
CCO, Studio Archetype

Tom Nicholson
Provided insight on relationship
CCO, Nicholson NY

Jay Sandler
Provided insight on online advertising
SVP, OgilvyOne