IBM and Ogilvy Celebrate 30 Years of Innovative Collaboration

(Left to right: Jon Iwata, Shelley Lazarus, Devika Bulchandani, Steve Hayden, Jonathan Adashek)

IBM, a globally renowned business brand, and Ogilvy, the world’s most creative and effective agency, proudly celebrate 30 years of their pioneering partnership. For three decades, Ogilvy has been IBM’s global creative agency partner, crafting some of the most memorable and impactful campaigns in the industry.

Last night, Ogilvy hosted a celebration at its global headquarters at 3 World Trade Centre to mark this significant anniversary.

Shelly Lazarus, Ogilvy chairman Emeritus, who played a pivotal role in securing the IBM account 30 years ago, reflected on the partnership, “We are all believers in IBM, in its rightful place in the world. In the power IBM has to change the world. IBM’s history as a company is amazing. Its impact has been amazing. It inspires all of us. And, still, there is a feeling of 'we’re just beginning."

Devika Bulchandani, Ogilvy global CEO, commented on the intertwined history and future of IBM and Ogilvy, “We are all IBMers. Ogilvy would not be Ogilvy without IBM. IBM is not a technology company. It is a human company. It does not make business better; it makes humanity better. Our responsibility in carrying that forward is a privilege. We need to take it seriously and make sure we are charting the next course in the history of the IBM story.”

Jonathan Adashek, IBM SVP of marketing and communications, spoke of the two companies’ abiding partnership, “The world has changed so much but the partnership between our two organisations has endured because of the great leadership of Ogilvy and of my predecessors in the CMO role and the broader IBM team. It all goes back to the David Ogilvy quote that partners are people who make promises they keep. That is what this is built on. I’m looking forward to 30 more years of partnership.”

Also in attendance was Steve Hayden, whom Ogilvy recruited from Apple to oversee all global creative efforts for IBM. Steve, who is renowned for writing the iconic '1984' Apple ad, reflected on his experience coming to lead IBM in those early days, “I think there was a special spirit in the beginning. It was an impossible challenge, and we were able to take it on and do some remarkable things.”

The partnership began in 1994 when IBM’s decision to consolidate its entire advertising account with Ogilvy, valued at $500 million, stunned Madison Avenue and made headlines in major publications like the New York Times, Wall Street Journal, and Chicago Tribune. This move marked the largest consolidation of its kind at the time.

Ogilvy has produced 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.' To commemorate this milestone, Ogilvy has created a short film showcasing the remarkable work born from this collaboration.

In recognition of their long-standing collaboration, IBM and Ogilvy were awarded the prestigious 5 for 50 Effie Award in 2019, honouring brands that have successfully adapted, remained relevant, and sustained business success over time. Further cementing their legacy, IBM made history in 2022 by becoming the first B2B brand inducted into the Advertising Hall of Fame.

This 30-year partnership between IBM and Ogilvy stands as a testament to the power of innovative collaboration, enduring creativity, and strategic excellence. As they celebrate this remarkable journey, both companies look forward to continuing their legacy of success and innovation.