Guardian Unlimited has achieved a world first for a media owner - an advertising campaign that runs across six different media platforms.

The campaign for IBM, which breaks this week, runs across the Guardian newspaper, GU websites, email newsletters, interactive TV, PDA and WAP channels for a month.

Steve Wing, head of commercial development at GU heralded the move as the start of a new era for both media owners and agencies.

"This campaign is testament to the vision, willingness and ability of the commercial and technical teams at IBM, Guardian Unlimited and m digital [IBM's agency] to produce imaginative and ground-breaking work."

The campaign, which promotes IBM's multi-media capabilities, comprises: banners on the GU internet network, banners on GU's Wap and PDA services, sponsorship of daily email news digest The Wrap, IBM buttons on the GU section of NTL's interactive area and ads in the newspaper.

Ashley Harris of m digital, Mindshare's new media unit, said: "This integrated multi-platform campaign will help mould the future digital media landscape."