CA Starts Global Push for IT Product, Message

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IT management software provider CA has debuted a worldwide cross-channel ad campaign to improve brand recognition and raise awareness for Enterprise IT Management, a set of integrated processes introduced in November.

The global effort includes print, online and out-of-home ads as well as a direct marketing campaign, a custom publication temporarily called Smart CIO and a World Golf Championship sponsorship. A microsite at www.ca.com/unify is live.

"We want to create a message broad enough so that in an emerging market we're on the short list when they are ready to buy software, and in a mature market companies have proof that we bring the competency they need," said Joan Blackwood, senior vice president of worldwide marketing at CA, Islandia, NY.

CA formerly was Computer Associates.

The effort extends the "Believe Again" campaign introduced in the fall. Print buys include The Wall Street Journal, The New York Times and Financial Times. Ads also will run in Fortune, BusinessWeek, eWeek, Information Week, CIO Insights and Golf Digest. Testimonials will appear in some CA print ads.

The World Golf Championship partnership will give CA exposure on NBC, CBS and the Golf Channel.

Extra print advertising in technology trade titles and online advertising on key business and trade Web sites will support. A direct mail campaign targeting CEOs, chief information officers and vice presidents of IT will launch in three weeks.

The direct marketing campaign comprises video iPods sent to C-level executives. Each iPod features CA CEO John Swainson discussing his company's vision. The vice presidents targeted will receive walkie-talkies and follow-up telephone calls from CA account executives.

"While this is fairly unusual, we thought it was important for companies to hear directly from John what we are about," Ms. Blackwood said.

Interpublic Group of Companies agencies involved in the push are Draft FCB Group as the lead agency for strategic planning and creative development; Jack Morton for event marketing; Octagon for sports marketing; Initiative/ID Media for media services; Insidedge for employee communications; R/GA for Web development; and Weber Shandwick for public relations.

Marketing from all agencies will carry a common tagline: "Remember when technology had the ability to amaze you."

"In talking to CIOs and technology officers, people were telling us they loved technology," Ms. Blackwood said. "They said, 'Talk to us in a hopeful way. We want solutions to our problems.' Our competitors were just talking about problems."

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