CA BREAKS GLOBAL AD CAMPAIGN
By Adnews Staff
Computer Associates International of Islandia, New York broke a global advertising campaign yesterday from Young & Rubicam of New York. CA is using television, print and online advertising in addition to airport billboards and in-flight videos to promote its expertise in creating software that manages e-businesses. The first in a series of television spots, running on network television in eleven countries including the U.S., Canada, the U.K., France, Germany, Italy and Japan, broke yesterday. "Wake Up" depicts thousands of computer-generated roosters sounding a wake-up call on Wall Street. The tagline is "The software that manages eBusiness." Television advertising will run for 26 weeks and will be supported with print ads in newspapers, business and technology publications in 40 countries. The global campaign is part of CA's corporate branding strategy and follows the introduction of a new corporate brand identity last week including a new logo. The logo is blue and green, consisting of the company's initials in lower case. The "a" is centred in a circle which runs through the "c". According to the company, the circle represents the lens of its new strategic focus.