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BOSTON (Reuters) – Technology services company Computer Sciences Corp (CSC) 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.

Rivals IBM (IBM), Accenture Ltd (ACN) and Electronic Data Systems, which was acquired last month by Hewlett-Packard Co (HPQ), 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) Interbrand helped CSC develop the branding strategy, while Interpublic Group of Companies Inc’s (IPG.N: Quote, Profile, Research, Stock Buzz) 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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