Edelman secures US consumer account for CA

NEW YORK: US software leviathan CA, formerly Computer Associates, has enlisted Edelman to boost its profile among US consumers.

The agency is to focus on media relations, product reviews and advice around a consumer-directed blog written by CA executives.

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.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in