George Hammer III

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Original short description: "American marketing executive"

This article was considered for deletion at Wikipedia on December 5 2019. This is a backup of Wikipedia:George_Hammer_III. All of its AfDs can be found at Wikipedia:Special:PrefixIndex/Wikipedia:Articles_for_deletion/George_Hammer_III, the first at Wikipedia:Wikipedia:Articles_for_deletion/George_Hammer_III. Purge

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George Hammer
Born Pittsburgh, Pennsylvania
Education Indiana University Bloomington (BS) and The University of Chicago (MBA)
Occupation Content & Marketing Leader, Adweek Creative 100
Employer Chief Content Officer at IBM
Known for Coined phrase "Make less, matter more"
Notable work(s) Producer of the Film Code and Response

George Hammer is an American business executive known in the marketing world for coining the phrase "Make less. Matter more".[1] He currently serves as Chief Content Officer (CCO) at IBM where he is responsible for the content operations of a global organization with over 350,000 employees (2018) and operating revenue of 55.4 billion dollars (2019). He is also the Executive Producer and co-writer [2] [3] of the feature documentary Code & Response (2019).[4]


George Hammer was born in Pittsburgh and attended Central Catholic High School (Pittsburgh). For his undergraduate studies he went to Indiana University Bloomington where he received his B.S., from the Kelley School of Business. He is also a graduate from the University of Chicago where he earned his MBA from the Booth School of Business.[5]

Early Career [2000–2008]

Upon graduating from Indiana University, George started his career in management consulting. While working for Deloitte Consulting and Alvarez and Marsal, he auditioned and was accepted into The Second City Conservatory Program. After graduating from the program, George performed for the following seven years at Second City and IO Theater (Improv Olympic Theater) in Chicago.[6] Hammer's Improv and performance training molded his perception of what it means to be successful.[7]

Founding Applebatch

Template:Unref In 2008 Hammer founded, a Chicago-based educational startup for which he also acted as CEO and CMO.[8] Applebatch was a K–12 Teacher network, similar to LinkedIn, that helped teachers learn how to network like business professionals. Applebatch connected over 3,400 teachers online and was focused on helping teachers connect, find resources, find jobs and save money. After three years of operations, Applebatch was sold and closed.

Recent Career [2009–today]

Hammer entered the advertising and media world working for Discovery Channel and then Digitas.[9] While at Digitas, he helped develop a strategy for indie films to successfully go to market.[10]

In 2016 he left the advertising industry and joined IBM where he built an in-house content team called IBM Originals, [11] which has grown to over 700 creators.[7] He is also the editor of the IBM's world-wide distributed Industrious Magazine.[12]

Hammer is part of the ANA Masters Circle and is helping to reshape the role of marketing and the CMO.[13] In 2018 he coined the phrase in content, "Make Less, Matter More".[14]

George Hammer is the creator and featured talent in the award-winning LinkedIn video series "The Content Cantina".[15]Hammer is also the Executive Producer and co-writer of the award-winning feature documentary Code & Response (2019), which takes a look at coders around the world that are developing new technologies to help first responders in these catastrophic situations.[16]

Code & Response has won several awards in 2019, including: Best Documentary — International New York Film Festival [17] Best Documentary Short Film Award - MINT Film Festival, The Gold Award Best Feature—Southeast Regional Film Festival [18] The Founders Award—North Beach American Film Festival, Official Selection—Golden Door International Film Festival, Official Selection—New Haven International Film Festival, Official Selection—Napa Vallery Film Festival [19]

Awards and Recognition

  • In 2019, George Hammer was recognized by AdWeek as the top 100 most creative people in the world.[20]
  • He hosts the LinkedIn video series "The Content Cantina," which has won awards for the Best in B2B and other categories.[21]
  • His team, The IBM Originals, was awarded by Digiday as the "Best in-house brand studio".[22]
  • In 2019 appeared in a CNBC interview[23] discussing why he became part of the CMO Growth Council.
  • He was featured by Forbes in the article "What 12 Advertising, Marketing And Design Leaders Learned From Their Unconventional Backgrounds".[9]
  • In 2019 he was interviewed by Cheddar to discuss his role as the Executive Producer for the film "Code and Response".[24]


  1. "George Hammer of IBM On What it Means to Make Less and Matter More". Marketing Today with Alan Hart. 
  2. "George Hammer". IMDB. 
  3. "Code & Response". Amazon. 
  4. "New Documentary Looks at Coders Fighting Natural Disasters". Cheddar. 
  5. "George Hammer". iMedia Connection. 
  6. "George Hammer". The Drum, B2B Awards. 
  7. 7.0 7.1 "Marketing Today: IBM's George Hammer On What It Means To Make Less, Matter More". MediaPost. 
  8. " is helping teachers to proactively manage their careers". News Wire. 
  9. 9.0 9.1 "What 12 Advertising, Marketing And Design Leaders Learned From Their Unconventional Backgrounds". Forbes. 
  10. "History Buff, Buy Our Movie: Indie Film Team Tries the Direct Approach". NY Times. 
  11. "IBM Originals: Outstanding Teams in Digital". Cynopsis Model D and It List Awards. 
  12. "5 B2B Brands Delivering Great Customer Experiences". Top Rank Marketing. 
  13. "George Hammer, Chief Content Officer of IBM, on the CMO Growth Council". ANA Masters Circle. 
  14. "BeetTV: Why Less Can Matter More When Brands Seek Consumer Engagement: IBM's Hammer". BeetTV. 
  15. "Under The Microscope: IBM's Content Cantina". Defy The Status Quo. 
  16. "Civic Tech Is the Star of a New Documentary About Disasters". Government Technology. 
  20. "11 Branded Content Innovators Who Take Marketing to the Next Level". Adweek. 
  21. "IBM Content Cantina - The Shorty Awards". Shorty Awards. 
  22. "IBM Takes Top Honors at the Digiday Content Marketing Awards". Digiday Awards. 
  23. "Tencent chief marketer talks up 'Tech for Good'". CNBC. 
  24. "New Documentary Looks at Coders Fighting Natural Disasters". Cheddar.