The Musings Of An Opinionated Sod [Help Me Grow!]

Did IBM Play It’s Best Move In A Game Of Chess?

I’ve just watched an amazing documentary about a chess match that was played between Grand master Garry Kasparov and a computer built by IBM, called Deep Blue.

I know you probably think that sounds like watching paint dry – but it was really good.

Without going into all the conspiracy theories that the film uncovers/discusses … the upshot is the computer won and it positively impacted IBM’s share price by about 40%.

FORTY PERCENT. 

FROM A CHESS MATCH. 

No wonder IBM said ‘no’ to a rematch – despite Kasparov allowing it when he beat the computer the previous year.

Anyway, what I love is that IBM didn’t create this computer just because they like chess – they did it as part of their core brand marketing strategy.

Rather than just continuing with the tried and tested option [ironically one of the strengths of the IBM company, best exemplified with their famous “NO ONE EVER GOT FIRED FOR BUYING IBM” campaign] they set themselves a challenge … something that would really test them … something that aimed as high as you could get … something that was tangible for people outside the computer industry to understand … something that could see them failing in the most public of ways.

Sure it cost them a fortune, sure it meant creating a one-off super computer just to play a game of championship chess, sure it was potentially a huge risk [though they continued with their traditional advertising while this was all going on] … but given they ended up having an ‘event’ that captivated millions of people all around the World [the final match was watched by an estimated 200-300 million people] and saw their share price experience massive growth, you have to say it was a pretty brilliant move.

This goes back to my view that the brands that society adores the most are the ones who make things happen, rather than put all its eggs in the ‘one-dimensional advertising’ basket.

[see here, here, here and here for some shamelessly good examples]

But then we come to a chicken and egg situation.

Agencies will find it hard to prove their ‘media neutral problem-solving abilities’ unless clients give them the opportunity and clients won’t give them the opportunity unless agencies stop always coming up with ads as a solution.

As Lee wrote on my blog a couple of weeks ago …

I understand that clients hold the key in allowing this to happen, but after years of being told an “ad will solve all”, you can’t blame us for being slightly mistrusting of your claims, especially when you use words like “through the line” which indicates you still will favour a more traditional advertising solution over something maybe more creatively pragmatic.

It’s not about advertising, it’s about identifying an idea that can solve this terrible situation regardless of channel or discipline.

Multinationals still think putting all their departments into one bottom line represents media neutrality. Clients don’t want media neutrality, we want idea neutrality.

 

Idea neutrality – god I love that phrase – and while I am not suggesting television, print, outdoor and the like are dead as advertising channels, I do believe companies who use these mediums as the starting point for solving clients business problems are short-sighted, misguided and unprofessional.

Of course I know coming up with ideas like the one IBM did is difficult … then there’s the whole issue of how to sell it and charge for it … and I appreciate if you get it wrong, there are potentially huge ramifications [though it didn’t hurt IBM in their first play-off with Kasparov and certainly hasn’t affected brands like Apple and Virgin with their public displays of product failings] however I believe that with intelligence, knowledge, understanding and collaboration, you can develop an idea that doesn’t just solve your clients business problems, but helps develop their brand in a way that is more creative, engaging, interesting and rewarding [both to the people who developed the idea and the people exposed to it] than 90% of the TVC’s we churn out.

Some of you might read this and think I’m talking a crock of shit [no surprise there then] but if you get what I’m talking about then I encourage you to make it happen because if you just sit there and wait, you’re going to be in for a very frustrating time.

14 Comments so far
Leave a comment