IBM

Times Media devised The Best of the MBA, a series of ten 30-minute podcasts in which experts in economics, finance, strategy, marketing and other disciplines discuss the latest thinking in their field.

The series enabled Times readers to gain an insight into important business topics and to learn about the latest ideas discussed in MBA classrooms around the world. In turn, this gave IBM the perfect opportunity to integrate its own thought leadership messages on various business topics in a highly relevant context.

There were more than 240,000 podcast downloads and 10,000 downloads of the IBM thought leadership white papers. The Best of the MBA was No. 1 in the iTunes Business Podcast chart for 10 weeks and the podcasts reached No. 9 in the overall iTunes podcast chart.