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…Strategic alliance will help Fortune 1000 companies stretch and
differentiate their brands in the e-marketspace…

IBM today announced the European launch of its strategic alliance with
FutureBrand, a member of the Interpublic Group, to create a world-class
e-branding consultancy for Fortune 1000 and emerging dot-com companies.
The alliance, which was originally announced in May 2000, has been
extended into Europe following the successful completion of a number of
major branding projects in North America.

The alliance will complement IBM's portfolio of e-business services, with
integrated corporate and consumer on-line branding expertise. Together,
FutureBrand and IBM have Europe's largest team of strategy and design
specialists in corporate and consumer branding across all major industry
segments. This highly specialised team will deliver a full range of
services targeting integrated marketing strategy, brand strategy and brand
management combined with business insight, creative imagination and
technology enablement designed to take their clients successfully into the

IBM's position as the premier global supplier of technology solutions and
business consulting, along with its growing expertise in digital marketing
will perfectly complement FutureBrand's position as a trusted global
digital branding consultancy.

"As e-business processes inevitably become a core competency for major
global companies in both the business-to-business and business-to-consumer
markets, success will become increasingly defined by the nature and
quality of interactions brands establish with their customers across
multiple channels. These economic forces are driving client demand for
e-branding solutions that create a consistent brand experience in both
physical and virtual environments," said Steve Byrne, executive consultant
for IBM Global Services. "This alliance allows IBM and its partners to
meet the market demand for this next generation of e-business solutions."

"Businesses need to understand and continually monitor how to connect with
their customers, differentiate their brand message, and provide a brand
experience that creates relevancy and greater brand loyalty," said Charles
Trevail, chairman/CEO, FutureBrand EMEA. "The alliance provides businesses
with the strategic and executional skills to develop an interactive
environment that maximises their customers' experience with the brand."

The alliance will assemble teams of dedicated e-branding specialists in
key cities across Europe, starting in the locations where IBM Centres for
e-business Innovation have already been launched - London and Hursley in
the UK, Paris, Hamburg and Milan. It will also tap into the resources of
FutureBrand's 650 branding and new media specialists and into the global
network of IBM Centres for e-business Innovation, which in addition to
those in Europe, include Atlanta, Boston, Chicago, Dallas, Los Angeles,
New York, Washington D.C. and Sydney.

The two companies plan to use the European alliance to build on the strong
reputation already developed by the alliance in the US.

As Lorraine Bonura, Senior Vice President, explains,
"e-branding solutions effectively and creatively helped Bank of America
translate our offline brand into the digital space with a unique and
strategic positioning for our online offering. In terms of results, I am
delighted with e-branding solutions' ability to understand the essence of
our brand, our industry and the user experience. The group was able to
navigate across multiple business lines, as well as different units of the
bank (branding, technology, business) in order to develop a compelling
brand strategy for Bank of America."

Ref No: 01/ 049

Editors Notes:

About IBM Global Services

IBM Global Services is the world's largest information technology services
provider, with 2000 revenues of more than $33 billion. Services is the
fastest growing part of IBM, with more than 148,000 professionals serving
customers in 160 countries. IBM Global Services integrates IBM's broad
range of capabilities -- services, hardware, software and research -- to
help companies of all sizes realise the full value of information
technology. For more information visit

About FutureBrand

FutureBrand is a global consultancy offering deep strategic industry
knowledge and experience along with a full range of branding services,
including corporate brand strategy, corporate positioning, naming,
corporate identity, branded retail and public space design, and e-brand
development. It is one of the leading global firms in the marketing
communications sector. The network currently extends to 27 offices in 19
countries world-wide. For more information visit

Media Contacts:

Bill Mew

IBM Global Services

Tel: 44 (0)20 72025769



Emma Thompson / Nicky Morgan

Brodeur Worldwide (On Behalf of IBM)

Tel: 44 (0)1753 448800


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