BBDO, DDB, D’Arcy, Y&R in Hunt for $100 Mil. Global Account
NEW YORK–Four New York-based global agencies have emerged as finalists in Computer Associates International’s review of its $100 million global account: BBDO, DDB Worldwide, D’Arcy Masius Benton & Bowles and Young & Rubicam, sources said.
Pitches are scheduled for next week, and a decision is expected by the end of the month, sources said. The agencies and the client declined comment.
Four other contenders–New York shops J. Walter Thompson, Gotham and Warwick Baker O’Neill, and Boston shop Hill, Holliday, Connors, Cosmopulos–did not advance, sources said.
The Islandia, N.Y.-based software company seeks a full-service agency with global reach and expertise in corporate branding and business-to-business communications [Adweek, May 15]. In particular, Computer Associates touts its ability to build, maintain and secure e-businesses.
Previous advertising, from Schell Mullaney, here, was limited to the U.S. market and used the tagline “Software that thinks.”
Managing the process is Jim Holt, svp of global marketing at the client.
Computer Associates, which markets programs for man-aging large computer systems, recorded $5.3 billion in sales last year–up 11 percent from 1998. As such, it ranked No. 3 behind Microsoft Corp. and IBM.
The client’s past ad spending has been modest. Last year, it totaled $5 million, per Competitive Media Reporting. But the client has upped spending to $100 million to go after business globally and establish its brand identity. K
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