Online ads and a microsite are part of an integrated effort by IBM to introduce potential business consulting and services clients to "The Other IBM." ClickZ writes that the effort is part of Big Blue's move beyond its image as a technology provider. Agency of record Ogilvy & Mather and interactive unit OgilvyOne are behind the print, TV and online ads of the campaign. Online ads appeared last week on sports sites, at the start of the Masters Tournament, and will next appear on business sites.