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Ogilvy & Mather bags global account of Lenovo

12-May-2005
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Ogilvy & Mather bags global account of Lenovo

Ogilvy & Mather has bagged the global account of Lenovo Group Limited. Lenovo is among the top-three companies in the global PC market, with approximately $13 billion in revenues. O&M will handle the advertising for "Think" branded products, including ThinkPad notebooks and ThinkCentre desktops.

Lenovo Group Limited is an international technology company formed by merging the Lenovo Group and the original IBM PC Division.

O&M and its sister agencies, OgilvyOne, OgilvyInteractive and MindShare will handle advertising, one-to-one marketing, demand generation, interactive media and related marketing activities for Lenovo in nearly 30 countries. Additionally, Ogilvy Public Relations Worldwide Asia Pacific is Lenovo's lead agency for global investor relations. Ogilvy PR in Beijing led the transaction communications for Lenovo's acquisition of IBM's Personal Computing Division.

"Lenovo is now poised to become one of the most well-known and respected brands in the world, based on award-winning products, innovative technology and design," said Deepak Advani, chief marketing officer at Lenovo. "Ogilvy has a proven record in building global brands and is the ideal partner to help us around the world."

Meanwhile, Shelly Lazarus, CEO of Ogilvy & Mather Worldwide, said, "Lenovo is one of the most exciting companies in the world today. We are looking at a watershed opportunity for China-based enterprises to firmly establish leadership in the world market. We're thrilled to be Lenovo's partner in this great undertaking."

The first ads to support Lenovo will begin appearing in leading business publications in key world markets. In the US the ads will appear in the Wall Street Journal, New York Times, Washington Post and other high level publications and will highlight Lenovo's innovation.

Lenovo has already been signed as the worldwide computer sponsor of the International Olympic Committee (IOC) for the Torino 2006 Olympic Winter Games and the Beijing 2008 Olympic Games. "We are dedicated to establishing a global Lenovo brand, and we expect that our sponsorship of the Torino and Beijing Olympic games will play a strong role in building our brand in the world market," said Advani.

The O&M India spokesperson said, "It takes time for any international alignment to filter down to the domestic market. While its true that Ogilvy and Mather gets to handle the advertising for "Think" branded products, including ThinkPad notebooks and ThinkCentre desktops globally, we haven't received a formal intimation of the same within India."

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