IBM's 'Smarter Planet' gets a Gold Global Effie

IBM's "Smarter Planet" platform, developed with long-time agency Ogilvy & Mather, has been awarded the Gold Global Effie in recognition of marketplace success and creativity at 42nd Annual North American Effie Awards.

"Winning the Global Gold Effie is among the toughest in the Effie competition as a brand needs to demonstrate results across multiple continents, in at least four countries while competing with brands across all sectors," explained Mary Lee Keane, President of Effie Worldwide.

Conceived initially as a business idea to capitalize on the "Mandate for Change" sweeping business, governments and institutions, the IBM Smarter Planet initiative was first unveiled in a speech by IBM Chairman and CEO Sam Palmisano to the Council on Foreign Affairs. It then evolved into a multiplatform communications program involving all marketing channels and disciplines promoting the way in which IBM technology and know-how helps industry, government, transportation, energy, education, healthcare, cities and other business work smarter and contribute to building a "Smarter Planet."

"Being able to bring to life such a transformative effort as Smarter Planet, takes extraordinary vision and leadership from our clients, something that IBM has throughout its organization," explained Lou Aversano, Global Managing Director at Ogilvy.