In order to get closer to agencies and advertisers, the brand launches
editorial content platform with M&M Consulting
Seeking to connect IBM to advertising and marketing managers in Brazil, the brand started the digital project Innovation Insider. The site, focused on innovation, will have news, videos, podcasts, studies and articles by experts on the subject. The content production will be done jointly with the ProXXIma brand and M&M Consulting.
“IBM comes from a technology and infrastructure area, but it has a series of tools aimed at the director or marketing manager”, says Pyr Marcondes, general director of M&M Consulting. “Agencies and advertisers became her target audience and because of that she enters with ProXXIma and Meio & Mensagem to talk to this audience”.
“The company is prepared to deliver completely innovative marketing solutions”, says Mauro Segura, Director of Marketing and Communication at IBM Brazil. “The Innovation Insider project is exactly in line with our desire to bring the marketing community closer, to share knowledge, tell stories, present points of view and provoke the community to seek this new marketing”.
According to Marcondes, this project began to be conceived almost two years ago. “I proposed to IBM that we replicate here in Brazil a model that they had successfully and pioneered in the United States in an association with Wired magazine in which IBM and Wired created a portal on innovation”, he explains.
For the director of M&M Consulting, the project's differential is the use of journalistic content to leverage IBM's entry into the marketing area, which is new for the brand. To build the Innovation Insider visual identity, M&M Consulting had the support of the Ogilvy agency.
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