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Cisco Systems
Tomorrow starts here: giving Cisco purpose again

RAN IN: United States, Canada

CLIENT
Cisco Systems

Julia Mee - Sr. Director Global Advt. & Media

AGENCY
Goodby, Silverstein & Partners *Lead Agency

John Coyne - WW Group Acct. Director
Rick Condos - Creative Director
Alexis Contos - Acct. Director
Hunter Hindman - Creative Director
Priyanka Kanse - Sr. Brand Strategist
Jon Randazzo - Creative Director
Bee Reynolds - Assoc. Creative Director
Kelli Robertson - Group Strategy Director
Jane Warren - Rsch. & Analytics Strategist


SUMMARY

Cisco needed to shift its perception from a provider of networking gear to a strategic partner. It needed to do this for a new audience, the C-Suite. And in a way that would give the whole company purpose. Aligning Cisco to market transition "the Internet of Everything" gave the company the direction that they had been lacking, as shown by a 37% increase in employee understanding of purpose. Critically, C-suite perceptions of Cisco a trusted business technology partner increased by 5%, displacing our leading competitor as the highest-scoring brand.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,Print,Mobile/Tablet

Audience: C-Suite Executives

Objectives: Brand relaunch, reposition

Type: Business-to-Business

Classification: National,Multinational

Language: English