CSC selects Ogilvy for first branding campaign

FALLS CHURCH, VA: CSC selected Ogilvy PR as its new AOR to help launch the global IT services and consulting company's first-ever branding campaign. More than a dozen firms initially pitched for the multi-year contract.

FALLS CHURCH, VA: CSC selected Ogilvy PR as its new AOR to help launch the global IT services and consulting company's first-ever branding campaign. More than a dozen firms initially pitched for the multi-year contract.

Guy Nielsen, CSC VP and CMO, said the branding campaign will highlight its employees' thought leadership. He noted that the nearly 50-year-old company has historically kept a low profile in terms of PR and marketing, compared with rivals Accenture, IBM, and EDS. CSC has about $17 billion in annual revenue and 90,000 employees worldwide.

“We've been very quiet on the branding and press side of things,” Nielsen said. “So a key strategy is to unleash that thought leadership and talk to the media [on topics] across the board, from top-level issues such as what technology is going look like 50 years from now and how does IT play into that, to specific technology trends in, say, the automotive industry.”

The new PR and marketing push, which includes advertising, will place an emphasis on the diversified, global nature of the company, which Nielsen says shows clients that CSC is a stable partner in a tumultuous economic period.

“We want to get that message out there, that reinforces that we're a good partner,” Nielsen said.

Along with promoting CSC as a brand, Ogilvy will work on outreach tied to the company's 50th anniversary next year, as well as issues management and financial communications.

Incumbent AOR Edelman was not immediately available for comment.

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