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Ray Day was just three months into the job he assumed last December heading IBM comms, when he unleashed a new era in IBM's communications efforts, part of an overarching mandate to rally flagging brand fortunes at the 106-year-old tech giant. By May, Day’s blockbuster global PR review was done; Weber Shandwick would lead a four-agency team, resulting in the company parting ways with its two lead agencies of 17 years — Text100, which opted out of the review, and Ketchum, which did not make the first-round cut. Agency reps would work hand-in-hand with IBM’s in-house team in a fully integrated way.
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