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2012 Silver Anvil Award Winner — Integrated Communications — Business to Business
On June 16, 2011 IBM marked its 100-year anniversary -- a rarity in the technology industry. The company rejected the usual self-congratulatory coffee table book or corporate video, instead opting for a year-long global program that defined its impact in the past and present to reinforce its brand as an innovator shaping the future. The strategy worked: IBM held its spot as Interbrand’s #2 most valuable global brand, staged the largest corporate volunteerism initiative in history and garnered thousands of articles worldwide.
Integrated Communications programs demonstrate public relations strategies and tactics as part of a creative and effective integrated campaign, along with the integration of public relations with other disciplines including marketing or communications.
