CA adds 'Technologies' to brand's bottom line

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Enterprise software company CA (which shortened its name from Computer Associates in 2006), has rebranded itself as CA Technologies to more clearly define its scope. “We have not done a legal name change. 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),” CMO Marianne Budnik said. “The company's roots were in the enterprise data center, and historically the company has serviced the 4,000 largest IT customers in the world,” she said. “We had very high name recognition for just two letters—CA. You could say CA to those large companies and they knew who we were.” However, Budnik said, as the company has expanded its reach into emerging markets globally, as well as into new vertical segments, it is “now reaching a target audience that doesn't have that same context for our previous name.” To promote its new brand, CA Technologies will launch a global integrated marketing campaign late this month or early next month, including TV, print, online and events. The budget was undisclosed. CA 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 small 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 does not currently have 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.” Budnik 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. “We are fully embedding social media into everything we do,” Budnik said. “It is very much about engagement and how do we create dialogue. Our best advocates are our customers who work with us today, and our approach will be to engage those people and get them to share their best practices and successes.” M
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