Marketing effectively in a global environment calls for a simple message and a focus on change

NEW YORK, June 08, 2009 | SHOOT Publicity Wire | Ogilvy & Mather and NEO landed a silver Global Effie for IBM's, 'Stop Talking, Start Doing.' and a bronze Global Effie was awarded to Grey Global-Colombo's 'Garments without Guilt' campaign for Sri Lanka Apparel.


Integral to these efforts were communication strategies that utilized a simple, strong message across multiple media to educate consumers and that focused on improving how a globalized world does business.


Ogilvy & Mather and NEO's objective for 'Stop Talking, Start Doing' was to shift perceptions of IBM from a technology company to a business consulting and technology expert. The big idea was clear and direct: In a world of talk, IBM gets stuff done. The call to action resonated across 18 countries through a seamless integration of communication channels including TV, print, interactive, out-of-home, sponsorships and direct advertising. Ogilvy & Mather and NEO partnered with MindShare on the media strategy to help bring the messaging to life.


Grey Global-Colombo developed 'Garments without Guilt' as a people-based movement, driven primarily through the Internet, to increase awareness of and preference for Sri Lanka's Apparel industry. Promoting its 'Ethical Manufacturing & Sourcing' positioning to top fashion and retail apparel brands, the campaign leveraged local communities in more than 10 countries and attracted global attention with web-based PR programs, including blogs, online newsgroups, news distribution networks and social networking websites. Video Image assisted on the case's video photography projects.


When asked about the win, John Kennedy, VP, WW Corporate Marketing for IBM said, "Over the course of IBM's 15-year relationship with Ogilvy, we have won 28 Effie Awards including the Grand Effie in 2002. Winning the Global Effie is a testament to the global reach of our brand and the global reach of the Effie awards." Ajai V. Singh, VP and Country Head, Grey Colombo shared that "the campaign 'Garments without Guilt' had to deliver results for the relatively new brand Sri Lanka Apparel. Hence creative effectiveness was of paramount importance, we pushed the envelop by using the strategic combination of the new age marketing tools. And there is no better feeling then to get awarded a Global Effie for it. It has lifted us." "Winning a Global Effie becomes harder and harder each year, and this year is no exception. The final round judges were notably impressed by IBM and Sri Lanka Apparel, which in turn have been deemed the most effective global marketing communications efforts of the past year. Kudos to these teams on the success of their ideas.", stated Mary Lee Keane, President, Effie Worldwide.


Consideration for Global Effie Awards requires a single brand idea running in at least four countries across two or more regions worldwide. The 2009 Global Effies were judged in Buenos Aires (made possible by CONEP Argentina), Mumbai (made possible by the Ad Club Bombay), London and New York. The Global Effie winners were awarded at the North America Effie Awards Gala in New York City on June 3rd.


The official sponsor of the 2009 Global Effie Awards is The Wall Street Journal.