IBM marks centenary with CSR push

IBM is rolling out a global volunteering initiative, one of a raft of centenary year initiatives aimed at changing public perception that it still just sells PCs.

/a/b/k/ibm160.jpg

As part of the initiative, IBM’s UK marketing communications team is launching a “bureau” to offer its expertise to charities and not-for-profit organisations.

The bureau will offer free access to workshops, research and one-on-one consultancy. IBM says it aims to build out the service to invite other small to medium-size business marketers to volunteer.

Caroline Taylor, vice-president of marketing, communications and citizenship, says the global initiative, in which the company’s 406,000 employees are encouraged to take part, will help IBM explain to its customers what the brand stands for.

She says: “We are a strong brand but lots of people still think we only sell PCs. We need to shift that perception and prove that we offer a broad range of services.”

Taylor says the volunteering campaign will benefit the company commercially by attracting the “best” employees and improving relationships with clients.

She says: “At IBM it is important to have relationships with our customers beyond technology.”

IBM claims it will be the first technology company to celebrate 100 years of business this month.

IBM, which began life selling bacon slicers and tabulating machines, will celebrate its centenary with the launch of a book that chronicles its history, a series of short films and print ad campaigns.

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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