Y&R Print Defines Computer Associates

NEW YORK Young & Rubicam this week launches a global campaign for Computer Associates that positions the company’s specialty software as the means to getting the most out of a network computer system.

Software spells the difference between a “reactive” or “proactive” system, one print spread suggests. Another spread likens the choice to “chaos” or “order.” And to underscore the point that software drives machine performance, the contrary words cover identical photos of computer rooms.

“It’s sort of a visual pun,” explained Tata Sato, senior partner, brand planning at WPP’s Y&R in New York.