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Vincent Padois, head tutor at the Pierre and Marie Curie University who teaches robotics and is babysitting the Paris ICub, makes a demonstration with ICub robot, a ?hybrid embodied cognitive system for a humanoid robot" about 1 metre (3.2 feet) high, at the Pierre and Marie Curie University in Paris September 4, 2009. Six versions of ICub exist in laboratories across Europe, where scientists are painstakingly tweaking its electronic brain to make it capable of learning, just like a human child and hoping it will learn how to adapt its behaviour to changing circumstances, offering new insights into the development of human consciousness. REUTERS/Philippe Wojazer

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    CSC launches first brand advertising campaign

    BOSTON
    Mon Sep 8, 2008 12:02am EDT

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    BOSTON (Reuters) - Technology services company Computer Sciences Corp (CSC.N) plans to spend tens of millions of dollars to launch the first brand advertising campaign in its 50-year history in a bid to boost its profile.

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    Rivals IBM (IBM.N), Accenture Ltd (ACN.N) and Electronic Data Systems, which was acquired last month by Hewlett-Packard Co (HPQ.N), have long used such campaigns to promote their brands.

    "It's overdue, but the time is right," CSC President of Global Sales and Marketing David Booth said in an interview.

    He said the campaign, which will promote the company's brand as CSC around the world, will last multiple years and cost tens of millions of dollars per year.

    Omnicom Group's (OMC.N) Interbrand helped CSC develop the branding strategy, while Interpublic Group of Companies Inc's (IPG.N) Mullen advertising agency was responsible for the media buying and planning as well as developing the creative side of the campaign.

    (Reporting by Jim Finkle; Editing by Derek Caney)
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