For more than 35 years, CA Technologies has made IT solutions to help businesses seize opportunities in a world driven by software. But after a period of stagnation, their brand needed a boost. JMS was tasked with injecting new life into CA, while helping them attract the level of industry recognition they deserved. We introduced the “Business, rewritten by software” campaign to illustrate the ubiquity and opportunity of software in our world—including in places people might not expect—while highlighting CA’s thought leadership position and expertise. The results of the eight-country integrated campaign greatly exceeded expectations in awareness, engagement, and search inquiries.