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IBM at 100: A Proud Past, Relevant Present And Inspirational Future   Add to Cart Secured Document - MyPRSA Login or Purchase Required

Publication Date: 2012
Product Code: 6BE-1213B06
Organization/Author/Firm: IBM
Category: Internal Communications / Advertising - Branding / Global Communications
Industry: Technology / Business Services
Tactics: Publications / Video Programs / Social Media
Outcome: Employee morale / Building brands

2012 Silver Anvil Award of Excellence Winner — Internal Communications — Business (More Than 10,000 Employees)

On June 16, 2011 IBM marked its 100-year anniversary -- a rarity in the technology industry. The company rejected the usual historic look back, instead opting for a year-long global program to refresh perceptions about IBM around the world - starting with our 426,000 employees. The strategy worked: employees said they had a greater appreciation of IBM’s impact on the world; and together, IBMers contributed to the largest corporate volunteerism initiative in history – applying their expertise to their communities. Externally, IBM held its spot as Interbrand’s #2 most valuable global brand while gaining 8 points in brand value.

Internal Communications campaigns include programs targeted specifically to special publics directly allied with an organization, such as employees, members, affiliated dealers and franchisees. "Business" includes all profit-making entities.