Big Blue is right there with RazorFish, SapientNitro, Akqua...
They are in the position to do the "anticipating intent" for the big brands, per Gartner:
IBM Interactive
IBM's participation in this space goes back to 1996 with its Interactive Media service line that was rebranded in 2008 as IBM Interactive, which is a Leader. The new service line has an even-stronger commitment to digital marketing, as evidenced by a substantial creative services and experience design competency (which clients report delivers work of high quality). Ad Age estimates IBM Interactive's 2011 revenue was US$415 million.
Strengths
Global maturity: IBM Interactive has relationships with Global 1000 executives in every sector in every region, thanks to its brand and global service legacy that opens doors to the world's leading CMOs. Since its inception, IBM Interactive has rapidly secured digital AOR relationships at key accounts, many from large consumer brands.
Business strategy and creative services: Reference clients speak highly of IBM business strategists, who come well-armed with knowledge and insight into how digital technologies impact current and future business models across a wide range of verticals. Clients consistently cite they were pleasantly surprised by IBM Interactive's strong skills in creative services and UX.
Ability to facilitate CIO/CMO relationships: IBM Interactive works with client CIOs to prepare organizations for scale versus a series of one-off solutions (particularly in mobile/social, as evidenced by its references). Clients point out IBM Interactive's skill in facilitating unity when the CIO and CMO must collaborate for mutual results. The interactive arm of IBM is clearly adept at drawing on the heritage of its larger global services organization (references report high satisfaction with program management, issue resolution and overall client service).
Cautions
Limited market position: IBM Interactive targets large organizations with big global challenges. SMBs with limited resources may not get top priority.
Complex sales model: Clients cite account management as a plus once it gets ingrained in the account; but the road through the presales journey can be fragmented as account executives mobilize their landscape of sales and delivery resources.
Expensive: Clients occasionally cite IBM's high pricing, citing inflexibility in negotiations.
Big challenges... Global scope... Sounds like a job for Watson