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The Cognitive Collection
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Ogilvy Singapore
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IBM
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IBM Watson
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As the Australian economy reinvents itself, the mining boom is making way for an IT gold rush. Companies are investing in digital technology to transform and compete in the ‘new economy’ – a boon for tech solution providers.
 
But not for IBM. Dismissed as a relic of the ‘old economy’, IBM Australia has seen its revenue decline year-on-year for the past 5 years1. Enter the ‘Cognitive Collection’ campaign, a world-first application of IBM’s Watson AI technology faced with the unlikely challenge of high fashion design, jolted brand perceptions to set off a turning point for the business, generating 56 leads, US$28.6m of validated lead revenue2 and an unprecedented ROI.2
 
Source: 1IBM Annual Financial Reports (2010 – 2015) 2IBM Sales Data 
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