Today, IBM is a leading cloud and AI company. For over two decades, Archetype has accompanied Big Blue on its exciting transformations, always considering not only the change in IBM's business but also the change in (digital) communication.

Our partnership revolves around two key challenges: effectively communicating the significance of IBM's groundbreaking innovations to a broader audience of decision-makers and expanding their reach to new target groups through ever-evolving digital channels.

To achieve these goals, Archetype supports IBM through the editorial management and content creation for their Thought Leadership Program THINK Blog DACH, a truly unique B2B influencer program. Since its start in 2017, Archetype has supported IBM in constantly reshaping the campaign and thinking of new creative ways of involving influencers, from social media activation to events, podcasts, and more.

The campaign's success, which has grown over the years, is unique in the industry. In 2023, participating influencers generated more than 800,000 impressions and more than 8,300 interactions on LinkedIn. Long-term relationships pay off, and the journey is still going.