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CSC Launches U.S. Advertising Campaign as Part of Global Brand Repositioning


‘New CSC’ Seeks to Increase and Strengthen Brand Perception

FALLS CHURCH Va.– Technology leader CSC (NYSE: CSC) today launched the company’s first-ever U.S. brand advertising campaign with print ads in targeted national publications. The campaign is part of its strategic global brand repositioning that began earlier this year.

“This campaign is designed to clearly communicate what CSC stands for: global experience, industry-specific expertise, a collaborative approach and tenacious ingenuity,” said CSC’s David Booth, president of Global Sales and Marketing. “This thorough repositioning of CSC, which affects every aspect of the company, will help us achieve our ultimate goal of strengthening our brand profile over the long term.”

CSC’s brand launch is a key aspect of its new strategic business initiative and five-year plan to increase growth and profitability.

“We want our audience to know we understand their business challenges and have a wide range of solutions to help solve those challenges – especially in today’s economic environment,” said Booth.

The company recently changed its name to CSC from “Computer Sciences Corporation,” added a business unit focusing on global sales and marketing, and created a new brand identity. Booth added that the company often has been known for specific types of technology services but now emphasizes the full scope of solutions offered.

“Advertising is a key driver for our new brand and marketing strategy, and these ads stand out from competitors’ by employing unexpected and vivid visuals,” said Booth. “Rather than simply talking about ourselves, we address some of the broader technology challenges facing companies. We’ll feature five different ads, which use a clever twist on common cliches or phrases, combined with an unexpected ending that is meant to capture the imagination and also demonstrate a sense of humor.”

In addition to print, the advertising campaign encompasses radio and digital media and sponsorships. The campaign was developed by Mullen’s Winston-Salem, NC office.


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