think with IBM

the challenge

As a leading global brand, IBM recently began to enjoy a growing footprint in Serbia. As such, in 2019, IBM SEE decided to organize their regional conference named THINK in Serbia for the first time. One of the biggest communications challenges was that IBM was mostly known as a business-oriented brand, with no consumer component in its portfolio. Initially, the general mainstream media had no interest in learning more about its projects.

our approach

The IBM teams worked with Action Serbia to find story hooks of interest to the audience prior to the event. Action Serbia’s expertise and knowhow in converting technical detail into relatable messaging and interesting stories helped form strong media relationships between the brand and key media, resulting in a high attendance rate at the event and successful placement of media stories post event.