IBM E-MARKETPLACE
Situation Analysis:
E-Marketplaces are a new idea with enormous growth potential. Today, even knowledgeable audiences have a fairly vague view of what e-marketplaces are and how to implement them. But like all things “e,” attention and interest grow rapidly. As more companies begin to develop this space, and more of the business press writes about them, the awareness and momentum of e-marketplaces will grow at a very rapid pace. Already, Oracle has momentum. It is critical that we get the worked of the IBM/i2/Ariba partnership out as quickly as possible and define that we are in the game in a very big, very serious way.
Practical Concerns:
This campaign was developed in a very short time. Because the e-marketplace space is rapidly heating up, the work was developed with the intent to be easily and quickly implemented. It utilizes photographs that are already shot or that can be easily duplicated, and film that was shot while completing other projects.
Creative Organization and Philosophy:
There are two types of elements in the work. Broad, simple, frequency pieces designed to repeatedly convey the simple message that IBM, i2, and Ariba are working together to develop e-marketplaces. These are supported by larger, more in-depth work that gives audiences an opportunity to understand in detail what the partnership and the e-marketplaces can do for them.
E-Marketplaces are a new idea with enormous growth potential. Today, even knowledgeable audiences have a fairly vague view of what e-marketplaces are and how to implement them. But like all things “e,” attention and interest grow rapidly. As more companies begin to develop this space, and more of the business press writes about them, the awareness and momentum of e-marketplaces will grow at a very rapid pace. Already, Oracle has momentum. It is critical that we get the worked of the IBM/i2/Ariba partnership out as quickly as possible and define that we are in the game in a very big, very serious way.
Practical Concerns:
This campaign was developed in a very short time. Because the e-marketplace space is rapidly heating up, the work was developed with the intent to be easily and quickly implemented. It utilizes photographs that are already shot or that can be easily duplicated, and film that was shot while completing other projects.
Creative Organization and Philosophy:
There are two types of elements in the work. Broad, simple, frequency pieces designed to repeatedly convey the simple message that IBM, i2, and Ariba are working together to develop e-marketplaces. These are supported by larger, more in-depth work that gives audiences an opportunity to understand in detail what the partnership and the e-marketplaces can do for them.
