By Luz Corona
Publication Date: 2026-03-19 21:16:00
Campaign has learned that WPP’s Ogilvy is no longer IBM’s creative agency of record after 32 years of partnership.
The partnership began in 1994 following IBM’s decision to consolidate its $500 million advertising account with Ogilvy. Past campaigns include Solutions for a Small Planet, E-Business, Smarter Planet, Watson, Think and Let’s Create. IBM’s Smart Ideas for Smarter Cities campaign, created by Ogilvy France, won the Outdoor Grand Prix in 2013 at the Cannes Lions International Festival of Creativity. IBM also became the first B2B brand to be inducted as the corporate honoree into the Advertising Hall of Fame in 2022. The brand and agency commemorated the 30-year milestone in August 2024 with a celebration at the agency’s global headquarters at 3 World Trade Center.
“Ogilvy has made the decision not to participate in the upcoming creative RFP for IBM. We are immensely proud of our 32-year partnership, a tenure nearly unrivaled in this industry,” an Ogilvy…
