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IBM at 100: Modernizing the Way the World Sees Big Blue   Add to Cart Secured Document - MyPRSA Login or Purchase Required

Publication Date: 2012
Product Code: 6BW-1216C06
Organization/Author/Firm: IBM
Category: Integrated Communications / Internal Communications / Social Responsibility / Global Communications / Special Events - Observances
Industry: Technology / Business To Business / Global - International
Tactics: Publications / Video Programs / Internet / Social Media
Outcome: Building brands / Reputation management / Changing attitudes

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.