CSC: Just the Initials Now

By Alejandro Lazo

Computer Sciences Corp. is ditching its full name for initials and rolling out the first brand campaign in its 50-year history.

Falls Church-based CSC is marketing its consulting and software development division, its fastest-growing business, in newspaper advertisements across the country. The company has also given its logo a sleeker, more modern look. The campaign signals a desire by CSC to become less dependent on the federal government.

CSC creates, installs and manages software networks for a range of businesses across the globe, including banks, insurance companies and manufacturing firms, as well as the federal government. It posted $16.5 billion in revenue in 2007 and in May moved its headquarters to Falls Church from California. The company is not widely known outside its government and outsourcing clients, and so hopes to raise its profile with other clients with the advertisements, said David Booth, president of global sales and marketing for the company.

The company's advertisements, which debuted this week in newspapers including the Wall Street Journal, the New York Times, The Washington Post as well as online, feature tweaks to old sayings and seek to emphasize a more global, corporation-focused image, Booth said.

"Rome wasn't built in a relentlessly competitive technology-driven digital age," reads one of the ads, created by Mullen of Winston-Salem, N.C.

Providing IT services has become increasingly attractive for big technology companies. Hewlett Packard agreed in May to purchase Electronic Data Systems for $16.9 billion to help it compete against IBM in providing information technology services to corporations.

By Terri Rupar  |  September 9, 2008; 4:46 PM ET  | Category:  Information Technology
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