Computer Associates narrows review

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Computer Associates, Islandia, N.Y., dropped D'Arcy Masius Benton & Bowles and DDB Worldwide, both New York, for the running for to become its first global agency. Y&R Advertising and BBDO Worldwide remain in the hunt for the estimated $100 million account, said Ken Fitzpatrick, Computer Associates' new general manager-global advertising. A decision will be made in the middle to end of next week, Mr. Fitzpatrick said. Schell Mullaney previously handled. Mr. Fitzpatrick is the business software company's first ever global marketing manager, following consolidation of CA's domestic and international marketing functions into one group several months ago. He is charged with developing a global branding strategy in conjunction with the new ad agency. Branding will focus on the idea that CA offers fully integrated e-business solutions, from applications to management systems to platforms, Mr. Fitzpatrick said. "There's too much hype from emerging dot-coms and software providers that have captured a small piece of the e-business marketplace," he added. "Customers buy our technology because they know it's reliable, predictable and they can run mission-critical applications--I want to get that message out and establish credibility to elevate CA to the level it should be at." Previously, Mr. Fitzpatrick worked in IBM's Internet security division.

Copyright July 2000, Crain Communications Inc.

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