IBM + The Weather Company

When I joined IBM in 2012, a significant part of my role was branding and content for what IBM called “Signature Moments” (informally called “SigMos”) — key announcements and initiatives that were expected to make a big splash in the market. One of the most visible announcements that I was a part of was the IBM acquisition of The Weather Channel in 2015. I was asked by the PR team in the event war room to quickly create a series of short 6-second Vine videos that could communicate “the industry perspective”. These were then approved by both IBM and the Weather Company executives, were featured prominently on the acquisition landing page from the IBM homepage hero, and were viewed hundreds of thousands of times. I continued to create videos, infographics, social tiles, paid ads, and more as marketing activities around the announcement expanded. (Videos embedded below)