IBM selects Freeman for global post

Computer giant IBM has appointed Ray Freeman as its first worldwide vice president of advertising and promotion.

Freeman was previously vice president of communications for IBM Europe, the Middle East and Africa. He was responsible for all marketing and advertising across those regions and individual marketing directors in each country reported directly to him.

Freeman will be replaced by Paris-based director of marketing communications Ueli Morant.

Freeman confirmed his new appointment, which he took up last week, but will not discuss what the role entails. However, industry sources suggest he will have specific responsibility for IBM’s software division as it fights Microsoft for market share.

IBM is engaged in a battle with Bill Gates’ Microsoft as it positions its OS/2 Warp operating system against Windows 95.

IBM’s advertising budget is worth about $600m (385m), of which a third is spent in Europe.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here