IBM and The Australian launch ‘Shaping our future’ in digital first for Fremantle Media
Fremantle Media has produced its first digital-only branded content piece: Shaping Our Future for IBM, produced in partnership with The Australian.
Linking in with IBM’s ‘smarter planet’ positioning, the platform is running on the business site of The Australian, and has drawn 50,000 page impressions in a three-week period.
Conceptualised by Ogilvy, Shaping Our Future features content on IBM’s key verticals – government, health, environment and education – which feeds into The Australian’s print edition.
“This is the first step on a long road,” said Fremantle’s director of digital Tom Maynard. “TV work is not drying up, but in the near future there will be less of it around. So we have to work closer with clients to find ways of delivering their brand values to the right audience.”
Congratulations on taking the first step on that long road. Next step will be to involve those that understand the dynamics of engagement, so that IBM can foster the community necessary to make this planet smarter.
Broadcast is only the ‘sending’ of a message. Communication requires feedback for it to be true, and 291 facebook likes is not adequate feedback.
Not for something of this calibre. (My mate got more likes for his holiday house)
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