IBM Outthink
Moving beyond the launch and positioning of IBM Watson, we moved to the next phase of the business strategy, building a web platform that demonstrated how cognitive business gets done.
We had positioned Watson as the market leading cognitive system, now we needed to bring to demonstrate real examples of cognitive business at work, and how industry can ‘outthink’ competition. We partnered with several agencies on capturing and building out the stories, creating the a campaign of relevancy targeting personas across verticals, and designing and developing the online experience.
Cognitive Business - helps you outthink the competition
The initial launch campaign focused on expounding how modern businesses leverage cognitive technologies to get ahead.
Outthinking the toughest challenges
I was part of the leadership team that managed a constellation of agency partners working across numerous aspects of the 3 phases of the campaign. We brought together the best creatives from Ogilvy, the WPP partner network, outside agencies, and consultants along with IBM’s own product and marketing experts.
Outthink the competition
Cognitive businesses will be the leaders in their respective verticals.
Initial launch site.
Outthink site
IBM see’s cognitive technology not as something that will replace humans in the work force, but as a tool in their hands to extend their impact. IBM shared hundreds of examples of cognitive systems working in every industry, improving the way business is done. We built a series of rich case study pages that helped educate the audience around the creative ways in which technologies like IBM Watson could be used.
BTS - The editorial process
Sometimes the practice of delivering on time means you have to cut corners and go with your gut - such is life in the fast-moving industry of technology.
We were under a big time crunch, so rather than laboring over creating detailed wireframes and extensive content strategy outlines, I made a series of quick sketches to help the teams, and agency partners, align on our strategic approach.
The sketches were invaluable to producers, helping them understand what they needed to create, it helped engineers understand the modules and template designs, and it helped leadership get buy-in from IBM’s client partners.
There was no time for prototypes here. Our external agency partner, Area 17, helped us scale our team and was invaluable to the success of this project, generating beautiful responsive web-ready designs and front-end code.
