IBM launches $150m global e-Business software campaign

- IBM has launched a $150 million global advertising campaign for its e-business range of software. The campaign marks the first time IBM has advertised its e-business software on TV.

- IBM has launched a $150 million global advertising campaign for its e-business range of software. The campaign marks the first time IBM has advertised its e-business software on TV.

The campaign, created by IBM's agency Ogilvy & Mather, targets business and technology decision-makers during prime time TV, sports and Sunday morning news programming. In addition, IBM will launch a related print and on-line campaign beginning next week.

The TV ads feature actor Avery Brooks, best known for his role of Captain Benjamin Sisko on Star Trek: Deep Space Nine. Brooks delivers thought-provoking observations about how the world is changing, and why success requires serious, powerful, and different software -- IBM software. It carries the tagline "It's a different kind of world. You need a different kind of software".

The TV spots begin airing in the US on Tuesday. A print campaign is scheduled to begin in June, followed by online banner ads later in the summer. The campaign will run in Europe and Japan in the fall.



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