Internet networking giant Cisco Systems is in the process of preparing an anticipated $200 million branding campaign, executives involved in the process said.
Cisco's campaign was under development by darkGrey, the San Francisco-based tech unit of Grey Global Group's Grey Worldwide, which was selected earlier this year after a lengthy review. But in July, Cicso brought over a former IBM executive who had ties to the New York office of WPP Group's Ogilvy & Mather Worldwide, which is now working on the campaign through Ogilvy's Culver City, Calif., office. DarkGrey, meanwhile, was told it was "put on hold.".
Cisco's campaign further signals a shift by leading tech companies to return to brand advertising. Software behemoth Microsoft Corp. is working on its own global brand effort from its advertising agency, Interpublic Group of Cos.' McCann-Erickson Worldwide, San Francisco. Microsoft's campaign will focus on its "softer" side, as outlined by CEO Steve Ballmer, and is expected to incorporate the words "potential" and "passion." Two tag lines thought to be under consideration include "Your potential. Our passion," and "Your potential is our passion."
Hewlett-Packard, meanwhile, is also planning to relaunch as the new HP following its stormy merger with Compaq Computer Corp. The stage is now set for a battle for the perceived leadership role in the technology category.