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IBM Studio Playbook

For more than a half-century, IBM’s work has been driven by two guiding principles: Design Thinking and Agile. In 2012 the company launched a series of global marketing labs to share its unique vision of collaboration and innovation with the world. But it faced a problem: How to market its labs to clients? For six months I led an intra-agency effort to conceive, design and write the IBM Marketing Labs Playbook, a 60-page, client-facing document to be shared around the globe that celebrated IBM's unique approach to Design Thinking.

Project Roles
Copywriter, Creative Director
Company
Havas Worldwide
Skills
Copywriting, Creative Direction
Media
Books, Brand Guidelines, Branded Content, Websites
Project Industries
Advertising
IBM Studio Playbook