CA Technologies brings on Edelman-Zeno team for global corporate PR

Staffers from the two Daniel J. Edelman firms will work together on the account. Hill+Knowlton Strategies was the incumbent.

ISLANDIA, NY: CA Technologies has brought on Edelman and sister agency Zeno Group to handle global corporate PR following a review.

"We have an agreement with the Daniel J. Edelman group of companies, and what we’re doing is working with them to select the right people in the right markets to build a specialized group who can serve our people," said Ronald Alepian, SVP and CCO of CA Technologies.

The team will include staffers from both Edelman and Zeno who will work together "as one cohesive team," he added.

Alepian explained that CA initially issued an RFI, but did not go through with the full RFP process. The IT management software company "made the decision in a more organic fashion by having conversations with the agencies and seeing which ones made the most logical fit," he explained.

Hill+Knowlton Strategies is the incumbent on the account, and work with the firm will be phased out over the next few weeks, said Alepian. He added that H+K has been a "great partner for the last several years" and will continue to work on CA’s business in Australia and China.

Representatives from H+K were not immediately available for comment.

The Long Island-based software company is facing a number of challenges. It reported a 3.9% drop in 2013 revenue to $4.6 billion, knocking it off the Fortune 500 list, according to Newsday. Meanwhile, the US Justice Department also joined a whistleblower lawsuit against CA alleging that it overcharged government agencies by $100 million or more since 2006.

Edelman and Zeno, which began working on the business three weeks ago, won the account because they satisfied all criteria CA was looking for, including having the ability to be operational very quickly, social media expertise, and appreciation for the technology and software spaces, said Alepian.

He added that the agency team’s first objective is to build a global strategy in partnership with marketing; phase two will be the execution of that program.

"Our overall goal is to make it very clear to our customers and those that influence our customers that our company is filled with innovation,  technology, and a broad portfolio of solutions that serve the specific needs they’re looking for in the application economy that is exploding all around them," he explained.

Budget information and contract length were not disclosed, but Alepian said he expects the relationship with Edelman and Zeno Group to be long-term.

In January, CA Technologies appointed Alepian, previously head of communications and marketing at TMX Group, as SVP and CCO.

He told PRWeek in a previous interview that his main objective as head of communications at CA is to make sure there is a "strong awareness among a broad array of customers worldwide, and credibility for the company and its newer offerings in the SAS and cloud space."

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