IBM

I worked on the below-the-line IBM PC Division account (and occasionally other divisions) for a year or so following my arrival in France.

I was part of the team that took over the work when the account moved from Wunderman to Ogilvy, and we recolutionised the way IBL communicated both with consumers and resellers.

The really clever part of the work we did was to introduce a coordinated strategy for informing every member of the PC-selling chain about the same products every month. So the resellers would know in advance to stock up on a particular product (and would have the sales tips they needed to know) in time for the marketing push to end users.

I won't pretend to deserve the credit for the strategy. But I was required to communicate the same essential information to a variety of audiences every month in a compelling and relevant tone. Which is quite a challenge in itself.

But the real challenge came when Lenovo bought IBM's computing division, and we had to relaunch the whold shebang under a different brand...