IBM, that old school, not-so-cool, computing juggernaut that once ruled the technology landscape, is upping its digital game of late. Following the acquisition of video streaming company, Ustream
earlier this month, the tech giant on Thursday announced the acquisition of 300-person digital agency Resource/Ammirati.
The deal, which is said to close by the end of the first
quarter, is the first part of the planned expansion of IMB's Interactive Experience division which aims to help "clients digitally reinvent to create transformative brand experiences." The division
already has 1,000 designers, developers, consultants and strategists serving IBM technology clients.
Of the acquisition, IBM Interactive Experience Global Leader Paul Papas said:
“Resource/Ammirati has built its own stellar brand and reputation on a long, distinguished record of advancing leading brands in every industry. That portfolio of work and proven expertise is a
perfect complement to the experience design capabilities of iX -- where we bring clients a distinct fusion of industry insight, design thinking and end-to-end digital transformation, from the
experience of the individual to the core processes of the client's enterprise.”
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Founded in 1981 with Apple as its first client, Resource/Ammirati has been known for several firsts in the
digital marketing space -- from infamously “breaking the internet” in 1999 with the Victoria’s Secret Webcast Fashion Show during the Super Bowl, to being the first to tackle
Facebook eCommerce capability for The Limited, Home Depot and P&G, to creating Sherwin-Williams’ ColorSnap Studio, an Ad Age “App of the Decade,” and the
first-ever digital personalized circular, CVS’s myWeekly Ads.
It's not a surprising move given that brands have increased their focus on customer experience -- and as we all know,
that experience has become increasingly digital. Current IBM Interactive Experience clients include Air Canada, Boston Children’s Hospital, Citi and Staples.