IBM's PC Division, including their famous ThinkPad and ThinkCentre brands, was sold to the Chinese Lenovo Corporation in 2005. Lenovo decided to stick with Ogilvy, and as a result we were responsible for communicating the change, introducing the previously China-only Lenovo brand to the wider world and launching a whole raft of new Lenovo products within the space of about six months.
Oh, did I mention Lenovo was also a main sponsor of the 2006 Winter Olympics and the Williams F1 team? It's been quite a busy time.
The main challenge from a copy perspective was to maintain the continuity of the existing ThinkPad brand and the relationship between the 'old' company and its existing resellers and customers, while emphasising that Lenovo is a new company with big, radical ideas.
Here you can see a selection of work we've done, including a big launch ad supplement, a selling tool for business partners (20 reasons to sell ThinkPad and ThinkCentre), a few ads and some of the regular communications we prepare for the client each month.