CLIENT
Cisco Systems
Sharon Gallacher, Mngng. Dir.
AGENCY
Dan Burrier, CCO
Jan Leth, CCO
Jeff Compton, Creative Dir.-Art Dir.
Bob Strickland, Creative Dir.-Copywriter
Sung Chang, Creative Dir.
Heather MacPherson, Co-Pres.
Elizabeth Shanklin, Exec. Group Dir.
Bill Jeffway, Client Services Dir.
Julie Salik, Genl. Mgr.-Creative & Production Services
M80
Neo
Mindshare
SUMMARY
In recent years the Internet has entered a new chapter, sometimes called Web 2.0. This change has had profound implications for Cisco. The company's extraordinary success in the late nineties with the first chapter of the Internet had made it synonymous with Internet hardware. Though Cisco was helping lead the next wave of the Internet revolution, the brand was not receiving credit for its role. The challenge in 2006 was clear: How to reposition Cisco's brand to help it catch up with the rapidly increasing footprint of Cisco's business?
