In this week’s episode of “Marketing Today,” I speak with George Hammer, chief content officer at IBM. In our conversation, Hammer discusses current trends in content creation as well as his vision for the way IBM operates in the creative realm and how it has changed its “business as usual.”
Hammer talks about the current trend we’re seeing of so many companies bringing creative in-house, and how the content creation model at IBM — “IBM Originals” — is different.
“I believe that we can actually do better,” says Hammer. “And so, for me, no, we’re not building an in-house agency. And I think if you just simply think about that, you’re missing the opportunity to do something bigger and greater. And there are all sorts of opportunities that are unlocked when you have an IBMer sitting next to an IBMer working together to make something.”
At the same time, Hammer recognizes what outside talent can add to the IBM mix: “There is a great purpose and role all of these external agencies and media companies can play from a talent perspective that will make them not just relevant but essential to a brand’s success.”
Hammer also notes, “We are diverse in our creation model because we allow the idea and the talent to dictate which way we go.”
Highlights from this week’s “Marketing Today” podcast include: