IBM consolidates Internet advertising shops
October 26, 1998 10:01 AM
ARMONK, N.Y., Oct 26 (Reuters) - International Business Machines Corp. IBM , the world's leading computer maker, said Monday it has consolidated its Internet ad business to six interactive agencies from 60 previous advertising shops.
Total billings were not disclosed. The agencies will support IBM's Web strategy, marketing, design and interactive advertising activities around the world beginning Jan. 1.
The six agencies are: Modem Media.Poppe Tyson, a unit of True North Communications Inc. TNO ; OgilvyInteractive, a unit of WPP Group Plc ; R/GA Interactive; Strategic Interactive Group; Studio Archetype, a unit of Sapient Corp. SAPE ; and THINK New Ideas Inc. THNK .
The decision follows previous consolidations of IBM's advertising, direct marketing and business show agencies, and reflects the company's continuing focus on IBM brand integration and marketing in all media.
In addition to North America, the agencies will support IBM in each of its geographic regions, including Europe/Middle East/Africa, Latin America, and Asia Pacific, to implement worldwide Web initiatives.
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