IBM has decided to consolidate all of its direct marketing business with Ogilvy One Worldwide, globally. IBM issued a statement that says, “As part of IBM’s ongoing consolidation and strategic streamlining of its marketing communications support, the company will move all of its direct marketing work to the Ogilvy network.”
The relation between IBM and Ogilvy is a decade old when the company had decided to consolidate its entire global advertising business with Ogilvy. In regards to the direct marketing business, IBM had multiple agencies worldwide providing direct marketing support. In recent years the Ogilvy network and Wunderman have shared
IBM's direct marketing business. The Ogilvy network handled IBM’s business solutions and server group business. Wunderman handled IBM's PC business, software group and global services unit.
“Since consolidating its global advertising into Ogilvy and Mather in the early 90’s, IBM has achieved the synergies and results that come with a single, highly focussed agency relationship. The company is consolidating its direct marketing support to achieve even greater synergies and results,” the statement says.