Instrumented Interconnecteds Intelligent

Jon Iwata, IBM Sr. VP, Marketing & Communications

Jon Iwata, Senior Vice President, Marketing & Communications, IBM

By Jon Iwata

In November 2008, with the world in the throes of a financial crisis, IBM offered companies and governments a bold invitation: “Let’s build a Smarter Planet.” We saw that the combination of instrumentation, interconnectivity and computer intelligence had created an unprecedented opportunity to make the world work better. We initiated a global conversation about the possibilities.

Today, most people see what we saw. We have engaged with thousands of clients to help them make their enterprises and industries smarter. And our belief in Smarter Planet has only grown stronger. It remains our point of view on the world and the future.

But the world doesn’t stand still, and neither have we. The technologies underpinning Smarter Planet—Big Data analytics (including IBM Watson), mobile, cloud, and new systems of engagement – are converging, and the transformation they are unleashing is accelerating. So IBM is moving beyond the “what” and “why” of Smarter Planet to the “how.”

We call this next phase “Made With IBM.” It is both a harvest of insights and an invitation to take this transformational journey with our company. We mean to show through hard evidence that IBM can be an essential partner in providing the technology and conceptual building blocks for the new world of work. We’re making a case for action.

Today, you will see Made With IBM come to life during TV coverage of the 2014 Masters Tournament. IBM will present 50 different stories of transformational journeys through the voices of the people who have taken them. We are changing the way we communicate about the exciting possibilities before us – and at the same time we are challenging ourselves to deepen the way we engage with our clients.

Let me share one of those stories:

YouTube Preview Image

Most TV advertising campaigns are built by clever people brainstorming to produce compelling themes and catch phrases, and actors are then given scripts to read on camera–the creative process we know from Mad Men. We’re doing things differently. We sent camera crews and journalists around the world to interview people on the front lines of business–from developers to CEOs, as well as a few IBMers. From these conversations came the ideas and words and imagery from which we made the spots. Here’s the story of how the ads were made:

YouTube Preview Image

Let me say a word about the name of this campaign. The “with” in “Made With IBM” is deliberately chosen. It captures the way we engage with leaders in business, government and society, such as the New York Genome Center and our collaboration with Memorial Sloan Kettering co-create solutions that embody one of IBM’s core values: Innovation that matters – for our company and for the world.

In the new era of computing, this is what it takes to create value for individuals and organizations. And this is how we build a Smarter Planet.


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April 16, 2014
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Made with IBM was thought provoking and hopefully other Masters viewer thought the same. Enough to to ask for more information on howor what is the next step ? Did we capture any of that feedback ?

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April 16, 2014
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I do not observe (read notice) any application of your solution in the most basic of developmental areas, education and school. Is there any similar thought or idea generated in this process talking to educational development

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April 11, 2014
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Great approach. Stories are powerful. Stories can be authentic. Stories of employees become the fabric of the brand story.

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April 9, 2014
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Like the TV advertising campaign so much, from ‘what’ and ‘why’ to ‘how’ …….. very practical.

Posted by: Sharon Fung
April 9, 2014
7:25 pm

The ultimate feedback, more than often, comes through a second or a third party – “let other judge your work and accomplishments”. I do not think that there is a better way to communicate the works, developments and achievements under “Smarter Planet”

Posted by: Mihail Z Mihalev
April 9, 2014
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Great post! While IBM makes many things, I love the use of ‘with’ which fosters a warm message of partnership and collaboration which is instrumental in today’s environment of emerging technologies.

Posted by: Michelle Davis
April 9, 2014
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Beautifully thought and made! The “with” is inclusive and emotional, plus looks, sounds, feels and performs like IBM! Congratulations!!! Could we transform it in an “app” for clients?

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3 Trackbacks
September 9, 2014
8:01 am

[…] The Next Phase of A Smarter Planet: Made With IBM by Jon Iwata – Smarter Planet blog, April 2014 […]

Posted by: IBM Executive Interview, Jon Iwata [Biz Leader Latte] « IBM Center for Applied Insights
April 11, 2014
3:07 am

[…] Made with IBMI will be sharing several segments here around IBM’s current strategy, led by IBM’s Ginni Rometty and her outstanding leadership team. I’d like to start by first sharing the announcement, from Jon Iwata himself, in his own words. Honestly, I simply can’t re-interpret and articulate this half as well as Jon, so I will share with you a direct clip from a post from the IBM Smarter Planet Blog. […]

Posted by: The Next Phase of a Smarter Planet… Made with IBM - Connect UP!
April 9, 2014
7:29 pm

[…] CMO Jon Iwata also has a great blog post about the reasoning behind the campaign, as well as a making-of video – embedded […]

Posted by: Collaboration made with Social - new IBM TV campaign #madewithIBM - London Calling social business
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