The challenge to participants was to develop a non-traditional integrated marketing campaign focusing on IBM Watson®, to help make a younger generation of consumers aware of the IBM brand and Watson's cognitive capabilities - and maybe even help them find surprising ways to incorporate cognitive computing technologies into their daily lives.

Through dedicated online and in-person judging sessions,
submissions were narrowed down to a group of five semi-
finalists. After assessment by the IBM Brand team, two
teams were selected as finalists:
“Watson Life”
Brigham Young University
Timmy Bates, Creative
Jordan Larsen, Creative
Lizzi Perkins, Strategy
David Shum, Strategy/Creative
“IBM Watson: Make Fun Yours”
Columbia College Chicago

Charlie Connelly, Account Strategy
Jaime Davalos, Art Director
Elizabeth Kaplan, Account Strategy
Kendall McDermott, Copywriter
Professor Peg Murphy, Assoc. Chair
Finalists were invited to New York City to present their work
to senior members of the IBM team.

Special thanks to the IBM Corporation for its support
and the following members of the IBM team for being
instrumental in developing this year’s Brand Challenge:
Cecilia H. Magnusson
Strategic Planner, Branded Content & Advertising, IBM
Ann Rubin

VP, Branded Content & Global Creative, IBM
The Collegiate Effie Awards serve to recognize, inspire,
educate, and engage the marketers of tomorrow. Modeled
after the North American Effie Awards competition, the
Collegiate Effie competition provides students with the
opportunity to research,ideate, and execute comprehensive
marketing communication plans that address professional-
level marketing challenges.