This document outlines IBM's advertising plans for the fourth quarter of 2012 across various channels. It includes messaging plans for print, online, TV, and outdoor advertising in October, November and December. The plans aim to promote IBM's thought leadership, technology leadership, offerings in areas like cloud computing, analytics and Smarter Commerce. Paid search activities will support all the campaigns.

1. IBM UK 2012 Q4 Advertising
Overview

2. Thought Leadership
2 © 2011 IBM Corporation

3. Thought Leadership Q4 Messaging Plan
October November December
Print
Changing
conventions
CMO
Watson
Online
Forward Thinker Changing
Watson CMO
Analytics conventions
Lookalikes/CEC/
TV
Cloud Predictive Maintenance
Split Second
OOH
3 Paid Search Activity to Support all Campaigns © 2011 IBM Corporation

4. Technology Leadership
4 © 2011 IBM Corporation

5. LE Q4 Messaging Plan
October November December
Print
EIS Phase 1
(When Ready)
Cloud Phase 1 BAO Phase 1
(When Ready) (When Ready)
Marine Max
Online
BAO Phase 1
(When Ready)
Marine Max
Bari
Paid Search Activity to Support all Campaigns
5 © 2011 IBM Corporation

6. MM Q4 Messaging Plan
October November December
EIS Channel
Cloud BAO
Print
Papa Gino’s (When Ready) (When Ready)
Online
EIS Channel Cloud BAO
(pre rolls)
Videos
Tasty Data Rosenau 2012 MSP
Noma Bar
MM
(IOD)
OOH
Case Ref
Paid Search Activity to Support all Campaigns
6 © 2011 IBM Corporation

7. Offerings
7 © 2011 IBM Corporation

8. Mid Market Q4 Messaging Plan
October November December
Tivoli Endpoint Manager
SmartCloud Enterprise
Sterling Connect
landing page
(When Ready)
banners &
Offerings
Storwize
Paid Search Activity to Support all Campaigns
8 © 2011 IBM Corporation

9. Intel Q4 Messaging Plan
October November December
ES System x
Print
“Flexibility”
PureFlex
ES Channel
Online
ES System x
“Flexibility”
PureFlex
ES Channel
Paid Search Activity to Support all Campaigns
9 © 2011 IBM Corporation

10. 10 © 2011 IBM Corporation