Top Story

e4m_logo.png

Home >> International >> Article

International: Ogilvy to handle Cisco’s $200 mn branding campaign

06-September-2002
Font Size   16
Share
International: Ogilvy to handle Cisco’s $200 mn branding campaign

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.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking