Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Thumb 0
  • Thumb 1
  • Thumb 2

Cisco Systems
Tomorrow Starts Here: Giving Cisco Purpose Again

RAN IN: United States, China, India, Japan

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 - Research & Analytics Strategist


SUMMARY

Cisco needed to shift its perception from a provider of networking gear to a strategic partner. This was necessary for a new audience, the C-Suite, in a way that would give the whole company purpose. Aligning Cisco to the market transition, "the Internet of Everything" gave the company the direction that they had been lacking. 94% of employees globally became brand ambassadors after seeing the campaign. Critically, C-suite perceptions of Cisco a trusted business technology partner increased by 6%, displacing our leading competitor as the highest-scoring brand in the US.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive, Internal Marketing, Print

Audience: C-Suite Executives, Financial Analysts, Employees

Objectives: Change brand image

Type: Business-to-Business

Classification: Multinational

Language: English