My spy within the IBM/O&M swill pail pointed out that yesterday’s story in AdAge about IBM sponsoring NCAA basketball, must be making industry people and agency types shake their head in dazed wonder. Especially when last year IBM cancelled all the money spent on competitive advertising and tracking research (which consistently showed how worthless some of the major sports sponsorships, including the Olympics were) So, now there is no longer any substantive research to say that IBM can/can’t reach the right audience with Basketball – or American Idol if it takes your fancy! All of which goes to show, the guys in the dark suits, white shirts, and red ties are back in charge. Not to mention that most of the guys who run the IBM account at O&M are all basketball freaks. Let’s watch to see who’s sitting with Mr. Sam at the Final Four! 
Right on the buzzer. Pytka, Hayden and Wall win the game!
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