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DAILY NEWS AND INFORMATION
FOR THE GLOBAL GRID COMMUNITY / SEPTEMBER 15, 2003: VOL. 2 NO. 37
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Systems/Enterprise:
NEW GLOBAL ADVERTISING CAMPAIGN
UNDERSCORES CA'S LEADERSHIP
Adding fuel to its successful, ongoing corporate branding efforts, Computer
Associates International Inc (CA) will debut a new multimillion-dollar global
advertising campaign emphasizing its leadership in the management software
sector and its ability to manage complex on-demand computing environments. The
first phase of the campaign breaks Thursday with an eight-page insert in The
Wall Street Journal. The second phase breaks in key international markets on
Sept. 15.
The new campaign employs photographs and text that relay why management
software is a "must have" in today's cost-conscious environment while
showcasing the depth and breadth of CA technology across critical IT
disciplines, including storage, security and enterprise management.
The new ads will appear in high-profile print, outdoor, radio and online
media. This will complement CA's ongoing "Mr. Cardboard" television campaign,
which emphasizes the company's FlexSelect software licensing program.
"Over the past three years, we've dramatically evolved our corporate image
to
ensure the strength of CA's brand and to reinforce our position as the world's
premier provider of IT management solutions," said Nancy Bhagat, CA's senior
vice president of global marketing. "With this new campaign, we continue to
build brand awareness among target constituents and position CA as the leader
in the management of on-demand computing. The new ads also promote the
business value of achieving excellence in IT management."
In the Unites States, the ads will appear in more than 35 prominent
business
and trade publications, including The Wall Street Journal, Financial Times,
Barron's, Investor's Business Daily, The Washington Post, BusinessWeek,
Fortune, Forbes, The Economist, Wired, CIO, InformationWeek, Computerworld and
eWEEK. This will be integrated with an aggressive online media placement
strategy, as well as outdoor ads in high-impact locations frequented by
business travelers.
The global campaign will reach customers in more than 30 countries across
Europe, Asia, North America and Latin America with the same synergistic mix of
print, online and outdoor media.
CA created the campaign with Young & Rubicam.
"By leveraging its core competency -- management software expertise -- CA
can
drive a distinct category it can call its own, effectively differentiating
itself from other large technology companies and smaller niche software
companies," said Tata Sato, senior partner and brand planner of Y&R
Advertising/New York. "The ads present a unified, consistent image of CA,
showcasing their outstanding management software capabilities across key
product brand areas and CA's ability to manage and support new on-demand
computing initiatives more effectively than any other IT vendor today."
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