While CA is widely known among IT professionals, it is not as high-profile among end-users. It wants to achieve the brand recognition of competitors Symantec and Norton, so PR will be more proactive.
‘They are looking to hit it up a notch,’ said Erin Farrell-Talbot, SV-P of Edelman’s tech practice, based in NY.
The firm opted for Edelman after a four-way pitch.
There was no incumbent, though CA continues to work with Hill & Knowlton’s sister tech firm Blanc & Otus on some business.
The company changed its name from Computer Associates to CA in November last year, when international president and CEO John Swainson said it needed to do a better job of communicating with its customers.
The company continues to use Inferno PR, hired 18 months ago (PRWeek, 7 January 2005), in the UK.
* Edelman last week acquired 115-strong Silicon Valley tech agency A&R Partners, writes Julia Hood.
The agency’s Mountain View office will be branded A&R Edelman.
‘We’ve missed a Silicon Valley presence,’ said Edelman president Pam Talbot.
A&R also has offices in LA, San Diego, New York, Washington DC, Denver, Portland, and Louisville.