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While thousands of spotty snorkel-parkered teenagers hook up to the global information superhighway – trading in their train-spotting manuals for modems – global computer giant IBM has proved a little slower off the mark. Hundreds of phone calls, one advertising agency and no less than six PR people were used to set up an interview with its elusive marketing communications manager Malcolm Grieg to answer the big question: What was in its new advertising campaign? “Sorry. I really can’t comment,” says Grieg, who as head of UK advertising, added, “I haven’t seen the ads, or read the press release”. This was one week before the global campaign broke. “It is a little embarrassing,” he admitted. Maybe the link to the global information superhighway had a faulty Pentium chip inside it.

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