Cisco Eyes New Markets With $150m Global Campaign

19 February 2003

Technology titan Cisco Systems is rolling out a global campaign worth up to $150 million (€140m; £94m) in a bid to launch itself into high-growth markets.

Adopting the tagline ‘This is the Power of the Network. Now’, the effort kicks off with newspaper inserts and TV spots in the US before extending to Britain, Japan, China, Germany, Italy and Canada in the spring.

The group is keen to build its position in sectors such as security, voice and wireless services and storage networking, all of which it considers ripe for expansion over the next few years.

“The point is to position Cisco beyond routers and switches into these new growth markets,” declared vp–corporate marketing Marilyn Mersereau. “There's no clear leader in any of these markets and they're burgeoning, multibillion-dollar markets.”

Cisco’s account is handled by Ogilvy & Mather.

Data sourced from: BrandRepublic (UK); additional content by WARC staff