CA battles for e-business mindshare

Computer Associates wants its name to be inextricably linked to e-business. A new logo and a $100 million marketing campaign are leading the company's charge.

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By  Rob Corder Published  January 9, 2001

Computer Associates International has launched a major global corporate advertising campaign designed to highlight the company's increasing focus on e-business.

"Our new global ad campaign is, quite simply, the most comprehensive, strategic and aggressive marketing initiative CA has ever undertaken," said CA president and CEO Sanjay Kumar. "As part of our relentless commitment to unlock value for shareholders, customers and employees, we realise that more people have to understand what CA does. This campaign will forever change the way the world looks at Computer Associates."

"While other software companies are scrambling to define and develop what customers need today, CA is focused on the next generation of e-business. CA has the broadest and most advanced portfolio of e-business solutions in the world. This global campaign will provide greater market visibility and reinforce our position as an innovative and trusted leader," claimed Kumar.

The advertising campaign - which will spend more than $100 million in the next 12 months - is part of a major corporate branding strategy that will reach more than one billion households in more than 165 countries during the next four months. Last week, the company introduced a new corporate brand identity that the company describes as "reflecting the clarity, energy and innovation of the CA brand."

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