Nat Silva
IBM Client Advocacy
How IBM uses client feedback to improve client experiences
The Story
As an enterprise, IBM was dealing with the perception that they weren’t really listening to or acting on feedback. Rejuvenating the IBM Client Advocacy story meant reintroducing both IBMers and IBM clients to the global architecture of platforms, processes and advocates hard at work gathering and taking action on feedback.
Creative Lead: Alejandro Ramirez
Art Director: Nathalia Silva
Video: Vince Penman
Photo Retoucher: Eduardo Flores
Copywriter: Rusty Boyer
The Creative Team
Look and Feel
Our concept is founded on empathy, authenticity, and action. The story would be told through interconnected assets featuring a new, own-able look, feel and tone under parent guidelines of IBM, but wholly unique in every execution, inside and out.
The Online Experience
Social
Social assets were strategically developed to amplify the advocacy message by driving users to through the overarching story, both internally on the IBM intranet and externally on global social channels.
Landing Page
A new landing page on IBM.com provides a closer look at how the award-winning advocacy drives client success on a global scale, giving the initiative a place to call home as the story evolves.
Success Stories
The IBM Client Advocacy story is best told by the IBMers doing the work. By being vulnerable, funny and honest, we shine the spotlight on the real people making real change for clients behind closed doors and in face-to-face conversations.
The Physical Experience
Beyond digital, we wanted IBM Client Advocacy to feel real. Tangible assets like the handbook, which tells the advocacy story from cover to cover, enable sales teams to share something their clients can hold onto, while stickers and postcards let IBMers share their support internally.
