Computer Associates Taps Interpublic Team for Integrated Global Marketing Duties; Draft, Initiative and Jack Morton to Form Core Team
NEW YORK--(BUSINESS WIRE)--Dec. 16, 2004--Interpublic Group (NYSE: IPG) announced today that Computer Associates International, Inc. (NYSE: CA), the world's largest management software company, and Interpublic have signed a letter of intent to assign all of CA's global marketing and advertising duties to a team of Interpublic Group agencies. The Interpublic lead agency on the business will be Draft, Inc., a worldwide leader in relationship marketing, with support from Initiative for media services and Jack Morton Worldwide for experiential and event marketing. Other Interpublic companies, across a range of communications disciplines, will work with this core team as the need arises. These other agencies will include Future Brand for design and identity, The Martin Agency for consumer advertising and Momentum for promotions.
"As we look to accelerate our growth, it's become increasingly clear to us that the fundamental nature of our business depends on building strong and lasting relationships with our customers and key prospects. This more focused approach will have significant implications for our marketing programs," said Joan Blackwood, Senior Vice President, Global Marketing at Computer Associates. "The Interpublic team recognized our changing needs and custom-designed a team for us that provides best-in-class resources to support the way we will go to market in the future."
"We're very pleased that Computer Associates is entrusting its business to a number of Interpublic companies across multiple disciplines and geographies," said David Bell, CEO and President of Interpublic. "Our Bank of America team is setting the standard for this type of cutting-edge, integrated marketing approach. With Draft's proprietary Behavior Path Marketing(SM) process and best-in-class resources including Initiative and Jack Morton, we believe Computer Associates will be very well served as it seeks to redefine its marketing model and create a new paradigm for its communications with current and future customers."
Since the global assignment spans nearly 50 countries, marketing efforts will be organized around regional hubs in New York, London, Sao Paulo and Hong Kong, which will support all Computer Associates initiatives being undertaken on a local level. Draft offices, led from New York, will oversee all of CA's relationship marketing needs, both online and offline, after working with CA to determine its overall marketing strategy. Initiative will handle all of CA's media needs. Jack Morton will be responsible for experiential marketing, which will take on an increasingly important role in CA's marketing mix. The business will be run by a Managing Director with oversight across all Interpublic companies working on CA assignments.
About Computer Associates
Computer Associates International, Inc. (NYSE:CA), the world's largest management software company, delivers software and services across operations, security, storage, life cycle and service management to optimize the performance, reliability and efficiency of enterprise IT environments. Founded in 1976, CA is headquartered in Islandia, N.Y., and serves customers in more than 140 countries. For more information, please visit http://ca.com.
Interpublic is one of the world's leading organizations of advertising agencies and marketing-services companies. Draft integrates expertise in direct, retail/promotions, and interactive marketing, as well as strategic branding. Its proprietary Behavior Path Marketing(SM) process taps into over 25 years of quantitative data, coupled with consumer and business-to-business insights, to develop communications programs that deliver results. Initiative is a full-service media management company dedicated to securing for every client the maximum return on its media investment. Initiative offers all facets of communication planning and buying, supported by extensive research, programming and econometric modeling resources. Jack Morton Worldwide is an experiential marketing agency that helps the world's leading companies improve performance, increase sales and build brands. In addition to live events, branded environments and interactive experiences that engage, educate and entertain employee, business and consumer audiences, Jack Morton also creates large-scale, globally televised events such as the recent opening and closing ceremonies of the 2004 Olympics in Athens.
CONTACT: Interpublic Group
Julie Tu, 212-827-3776
Media, Analysts, Investors:
Philippe Krakowsky, 212-704-1328
Jerry Leshne, 212-704-1439
SOURCE: Interpublic Group