Computer Associates in UK comms review

Global software giant Computer Associates has put its entire UK PR account up for grabs as it attempts to revamp its troubled image.

The company settled a two-year fraud investigation by the US Department of Justice last month and wants to flag up its new ‘transparent’ ambitions.

Six agencies have been shortlisted from an initial longlist of 15, with Brands-2Life, Hotwire PR, Fleishman-Hillard, Inferno PR, Catalysis Communications and incumbent Lewis Communications set to battle it out for the six-figure account.

‘We have had a few problems over the past few years so we need to start thinking about our communications now we are moving forward,’ said Computer Associates UK & Ireland PR manager Lee Brooke.

‘We are quite happy to hold our hands up and say things have gone wrong. But we have implemented positive changes and we want perceptions to reflect that reality,’ he added.

Brooke said the brief is different from Lewis’s existing remit, with significant budget available for extra projects outside the retainer.

The successful agency will be expected to raise the company’s profile with small to medium-sized businesses and will attempt to position Computer Associates as a business software expert to large corporations.

The firm recently changed its strapline from ‘The world’s fourth largest software company’ to ‘The management software expert’.

There will be a four-round pitch, with a final decision expected to be made before Christmas.

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