New Campaign Returns to More Traditional Ad Concepts

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NEW YORK ( -- Leaving wacky roosters behind, Computer Associates this week introduces three new sub-brands with a campaign of more traditional advertising.

During the last year, the business software maker drew much attention for its strange TV spots starring flocks of roosters overrunning Wall Street. Those commercials were created by WPP Group's Y&R Advertising, New York.

"Right now, I don't see any follow-on roosters," said Ken Fitzpatrick, Computer Associate's chief marketing officer.

The new services
Computer Associates, which sells Internet-related business software, debuts AllFusion, Advantage and CleverPath software in its new ads. All three packages provide functions and technical tools to support the complex e-commerce, intelligence-gathering and security systems of companies involved in online business operations.

The sub-brands and strategy were created by WPP's Landor Associates, New York.

Computer Associates has four existing brands in its portfolio, including Jasmine, which is now part of Advantage.

"We are trying to simplify our broad portfolio," Mr. Fitzpatrick said.

$100 million in global marketing
The company, which spends nearly $100 million in global marketing, will focus heavily on advertising the three new products for the balance of the year and in 2002.

"You'll see us in business publications and newspapers, radio and cable TV," Mr. Fitzpatrick said.

Print ads will hit Business Week, Fortune, The Wall Street Journal and other business publications targeting chief executives, chief information officers and other top-level executives. The ads will also appear in heavy rotation in trades such as InfoWorld and Information Week. TV remains in the mix as the company looks to advertise its eTrust sub-brand of security software in January.

This year has been a rough ride for Computer Associates, which dominated business headlines earlier this year when Texas billionaire Sam Wyly launched a proxy battle to take control of the company and dump top management.

Mr. Wyly's takeover bid failed, and Computer Associates Founder-Chairman Charles Wang remains at the helm.

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