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CA Technologies to launch new brand campaign

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Enterprise software company CA, which last month rebranded itself as CA Technologies, will roll out an ad campaign later this month or early next month to promote its new name.

“We have added the descriptor ‘Technologies' to more clearly signal our core focus on the enterprise and provide room to encompass growth in segments including cloud technologies and SaaS (software as a service),” said Marianne Budnik, CMO at CA Technologies, which shortened its name from Computer Associates to CA in 2006.

The global integrated marketing campaign to promote the new brand will include TV, print, online and events. The budget was undisclosed.

CA Technologies worked with branding agency Lippincott, New York, on the brand strategy and visual identity; digital agency Digitas, Boston, on a redesigned website and online ads; and a boutique agency it declined to name on some of the advertising.

The company is now conducting an informal review for an advertising agency, Budnik said. It has not had an advertising agency of record.

The ad campaign, which has the new tagline “Agility made possible,” will feature TV spots that will run during broadcasts of the PGA Tour this summer, Budnik said, as well as print ads in The Wall Street Journal and other publications. The complete media plan is still being reviewed, she said.

“We probably will not do a lot of mainstream TV media in the U.S.,” she said. “We are really b-to-b, so if we look at the investment mix for marketing, our dollars will probably be better spent serving other markets, heavy in online, print and a lot of customer engagement community building. We will spend in other geographies outside the U.S.”

The campaign includes a heavy online component, in which 17 previously separate Web portals have been consolidated into one website.

“The website has been completely ‘rearchitected,' so that it is a much more robust engagement point for all marketing activity, including online communities,” Budnik said.

Social media has also been an important part of the relaunch, including social media releases and outreach to social networks, she said.

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