Creative Brief

Client IBM Date Received 27.06.2011

Product/Service IBM System Storage solutions CD Review
Project leader TBD Internal 8.06.2011
Review
Job No: IBM-0612 Presentation 11.06.2011
Date

Why do we want to say something? (What is the business/market situation?)

Information infrastructure Conference is the cross-brand IBM event showcasing the most
current trends and technological advances of computer industry specifically designed to meet
today's market challenges for enterprises of any size in any industry.

Format: One day full-day conference with Solution Exhibition with involvement of
key BPs and Internet broadcasting of keynote session, pre -event Web promo
campaign and TM.

It is extremely important to demonstrate innovative and unique advantages of IBM

technologies and solutions at the annual Information Infrastructure Conference
Main Goals of the Conference are:
- opportunities generation
- market development
- new products and solutions announcement
- demonstration of technologies and solutions
- new business networks establishment

Who do we want to say it to? (What is the portrait of our typical target?)
LE and GB-LE, MM, CIO and IT managers, cross-industry

What do we want to say to them? (What is the SINGLE-MINDED advertising proposition?)

Focus will be made on core themes of Storage Efficiency and Data Protection &
Retention

What can we say to prove it? (How does the product support the proposition?)
http://www-03.ibm.com/systems/ru/storage/
Where do we want to say it? (TV, Cinema, Press, Posters, Radio, Website, POS, DM, Leaflet,
etc.)
Website, posters, DM, badge, agenda, banners etc. on-site event materials

Please, use creatives that we already have with focus on storage

What are the things we MUST say? (Price, telephone number, website URL, address, etc.)
Event announcement
What else do you think the team should know? (Go on, there must be something.)

Project Planning Client Service Traffic

Leader Director Director Controller
Creative Creative Managing Client
Team Director Director Authorization
Creative Brief

Project Planning Client Service Traffic

Leader Director Director Controller
Creative Creative Managing Client
Team Director Director Authorization