How IBM’s Joe Prota Is Reimagining Brand Marketing for a New Era…
In a world of constant transformation, few brands embody longevity and reinvention like IBM. Once known for mainframes and ThinkPads, today’s IBM is leading in hybrid cloud, AI, and quantum computing—while continuing to stand for trust, innovation, and global leadership.
At the helm of IBM’s brand marketing is Joseph (Joe) Prota, whose mission is to make one of the world’s most iconic tech names resonate in fresh, future-focused ways. Recently named an Internationalist of the Year for his visionary leadership, Joe is not only guiding IBM through one of the most exciting marketing eras in decades, but helping redefine what it means to build brand value in the age of AI.
Joe Prota was also recently named one of 40 Internationalists of the Year by The Internationalist.
Balancing Legacy and Relevance
“IBM has more than 110 years of brand equity, which is a tremendous advantage—but it also requires constant reinvention,” says Joe. “Our goal is to honor that legacy while telling new stories that show how we’re shaping the future.”
That future is increasingly defined by technology, but also by the values behind it. IBM’s mission—to be a catalyst that makes the world work better—anchors its brand strategy in purpose, not just products.
From the flagship “Let’s Create” campaign to boundary-pushing activations like the Las Vegas Sphere takeover, Joe Prota’s work fuses IBM’s technical expertise with imaginative storytelling that captures attention and inspires trust.
In AI, Close Enough Isn’t Good Enough
At the 2024 Adobe Summit, IBM made a bold statement about the risks of unmanaged generative AI with a visually captivating 90-second takeover of the Las Vegas Sphere. In partnership with Adobe, the campaign transformed the Sphere into a giant fishbowl teeming with quirky, imperfect fish—each one a metaphor for how AI can misfire when not properly trained, governed, or aligned. Titled Trust What You Create, the initiative underscored the importance of transparency, auditability, and control in AI-generated content.
It also showcased the power of IBM’s watsonx platform combined with Adobe’s creative cloud tools—particularly Adobe Firefly—to ensure content is not just personalized at scale, but also accurate and brand-safe. Far from just a spectacle, the activation extended into an interactive digital and on-site experience, prompting marketers to reflect on the implications of AI drift, bias, and hallucinations. The campaign’s core message was clear: when it comes to generative AI, “close enough” isn’t good enough.
AI in the Loop, Not AI Alone
No conversation about modern brand leadership is complete without AI—and Prota is at the forefront of integrating it with humanity. “We believe in AI in the loop, not AI alone,” he explains. “That means using generative AI at the ideation stage, not just for mass production, and always within strong brand governance.”
His team’s use of Adobe Firefly is a standout example. By tapping into AI to accelerate creative workflows, IBM reduced campaign asset production time from 15 days to just 2–3 days and cut content costs by 80%—without compromising on brand quality.
This blend of automation and artistry is where Prota sees the biggest opportunity: “AI should amplify human creativity, not replace it.”
To learn more from Joe Prota about how he is combining generative AI, global storytelling, and human-centered brand strategy to help IBM stay not just relevant—but resonant, watch the video interview on Internationalist Marketing TV (IMTV) on YouTube by CLICKING HERE.
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In our conversation, we discuss the following:
- Not only is IBM one of the world’s most recognized technology brands, but it has been a symbol of innovation and trust for over a century. How do you balance IBM’s heritage and legacy with the need to keep the brand relevant and forward-looking?
- In an era when brands are constantly disrupted by new competitors and even shifting customer and stakeholder expectations, how do you continue to differentiate in such a crowded, fast-moving market?
- No marketing conversation is complete today without discussing AI and its opportunities — and challenges — in brand building. You often discuss “AI in the loop, not AI alone,” and advocate for AI at the idea stage. Would you talk about this?
- Tell us more about how AI and your use of Adobe’s Firefly are boosting productivity for your teams.
- You operate on a global scale. Do you encourage experimentation or innovation locally, or have you learned that striving for consistency works best for the brand?
- Are there any campaigns or initiatives you’re particularly proud of that illustrate IBM’s evolving brand narrative? For example, your flagship “Let’s Create” series utilizes great storytelling and leverages Gen AI to help build immersive campaigns, like the Las Vegas Sphere takeover.
- How would you advise other marketers to navigate change while staying true to their brand’s purpose?
- What marketing trends do you think will most impact IBM’s brand strategy over the next 3–5 years?
- What are your biggest priorities right now when it comes to managing IBM’s brand presence?
- As a board member for the ANA Educational Foundation (AEF), you support emerging marketing talent. How would you advise a young marketer just starting?
A Global Mindset with Local Agility
With a global footprint, IBM must balance consistency with cultural nuance. Prota encourages experimentation across regions, guided by a strong strategic center. “Great ideas can come from anywhere. Our job is to empower teams locally while staying aligned globally,” he says.
This mindset has enabled a range of distinctive campaigns that both reflect and shape IBM’s evolving identity, including immersive Gen AI activations that connect deeply with audiences across touchpoints.
Mentorship and the Next Generation of Marketers
Prota’s commitment extends beyond campaigns. As a board member of the ANA Educational Foundation (AEF), he’s passionate about nurturing the next generation of marketing leaders—particularly in MarTech, where talent shortages threaten future growth.
“Marketing needs more builders,” he says. “People who are curious, collaborative, and comfortable with constant change.”
His advice for young professionals? “Stay close to your brand’s purpose, lean into emerging technologies, and never stop learning. The best brand marketers are part strategist, part storyteller, and part technologist.”
Looking Ahead
As IBM continues to chart new territory in AI, quantum computing, and sustainability, Prota remains focused on clarity, consistency, and connection.
“Brand marketing is about more than awareness—it’s about relevance and resonance,” he says. “In a complex world, brands that lead with integrity, imagination, and impact will be the ones that last.”
Joe Prota is helping ensure that IBM is one of them.
ABOUT JOE PROTA
Joe Prota is the Director of Brand Marketing for IBM. He works with a fantastic team to educate the market on who IBM is and what IBM does. Before leading Brand Marketing, he helped redefine IBM’s social media strategy, build their social data & influencer practice, and establish their governance process.
Prior to IBM, he spent 15 years working for leading ad agencies. He was lucky enough to grow YouTube as a brand and cultural force, reinvent BMW’s .com experience, and help revolutionize how products are created and marketed at Hasbro.
He graduated from Quinnipiac University with a degree in Marketing and served as co-captain of their NCAA Division 1 lacrosse team. Outside of work, you can find him with his wife, their two boys & their dog, helping a local charity raise money for children’s education or making pizza in the backyard.
