IBM: Reflection and celebration
We recently shared with our teams around the world the news that Text100 would be stepping away from our 17-year relationship with IBM. It wasn’t an easy choice for any of us to make, including me.
I have been privileged to lead our partnership with IBM from the first pitch, almost a generation ago. Winning IBM was a seminal moment for Text100. We’ve been proud of the work and the relationships that have played an important role in the growth of Text100. There is so much to celebrate as both Text100 and IBM look ahead to bright futures.
Seventeen years ago, IBM had a vision to consolidate its network of more than 50 agencies. Text100 was a much smaller London-based agency with a high-energy team of people in then-fledgling offices around the world. But we had a few daring ideas, along with a plan to take on one of the largest corporations in the world.
Bold beginnings
It was bold for us to pitch IBM. It was also a bold move for IBM to take us on. But we had faith in each other and in the power of our ideas. Over the years, hundreds of Texties and IBMers partnered on some of the most recognized – and honored – communications programs in our industry.
From OnDemand, to Smarter Planet, to IBM Watson, the entire IBM communications team set a high standard for our industry.
I’m grateful to Jon Iwata, IBM’s now-retired Chief Brand Officer & Senior Vice President, who believed in us from the start. I’m incredibly proud of our long relationships with IBMers such as David Yaun, Ed Barbini and Didier Barbé. They, and so many others, were incredible partners in this journey. I’m thankful for their support and friendship.
It’s not a stretch to say that IBM has touched the lives of most Texties over the last seventeen years. It started with the members of the original pitch team, all dressed in black. People like Tim Dyson, Georg Kolb and Matthew Ravden.
It was carried forward by some of the longtime leaders of our global program, Scott Friedman, Steve Foley, Cecile Missildine, Lauren Dolezal and countless others. Our generation-long partnership took us around the world, from the USA to Australia, Mumbai and Munich, along with many places in-between.
Change
Upon reflection, so much has changed over the years. Text100 has grown into a fully integrated marketing communications agency, doing inspiring work for many of the world’s most important brands. We’ve embraced digital transformation to change the way we work. We’re helping our clients to find and communicate their purpose in a world that’s moving faster than ever.
What hasn’t changed is this: The bold spirit that led us to take on the challenge of IBM 17 years ago is still at the heart of what we do. High energy, global cohesion and a passion for technology are all still central to our culture. Today we call it being Wired Differently, and it leads to a bright future ahead.
We’re equally bullish on the future for IBM. It will continue to be an iconic brand, shaping the world as it has for more than 100 years. We’re proud to have played a small part in its history.
Sales Acceleration & Change Catalyst - Take a true 21st-Century approach to Key/Strategic Account Management, Advanced Complex Sales & B2B Product Marketing | AKAM Board Member, founder of the KAM Club France
6 年Being part of that story during 4 years at Text 100 and interacting with the IBM team across so many countries has been of the most exciting time in my whole professional path.
Communications Strategy and Transformation Leader, IBM EMEA
6 年My team and I worked hard with the French Text 100 team and we appreciated the dedication all team members from Cecile Missildine (Roux) to Antoine Mège demonstrated during those years. We definetely had interesting times. All the best for you all.
Président Didier Barbé Conseil, Senior Advisor @Opvise @Blunomy, membre du comité gouvernance des entreprises du MEDEF, ancien Vice Président Communication, Affaires Publiques et Marketing d'IBM
6 年Your memo is remarkable and forces respect. In 2001, I joined IBM Communications function from the business. I recall the first meeting we had in Paris with your European Text100 team on a very special day, 9/11. Needless to say we had to reschedule the launch of an amazing relationship between Text and IBM. Aedhmar, it has been a privilege and a great journey with numerous stimulating interactions challenging the status quo, exploring new channels to campaign for the IBM Brand. I wish you and all Text100 team more than a bright future. I can tell you are very well prepared to embrace the new communication era. You have both "courage and conscience", courage to engage and conscience to change, and therefore help brands to rise to the challenge of what I call "Globalization Act 2", more diverse, more respectful of our planet and more inclusive.
Strategic Partnerships Leader | Driving Impactful Change in Business | Experienced in developing behaviour campaigns for a fairer more sustainable future
6 年There are very few marriages that last that long, let alone PR relationships!
Onward and upward you and Text100 go, Aedhmar. ????????