Technology titan Cisco Systems will appoint a new agency to handle its global ad business, after ten-year incumbent Hill, Holliday, Connors, Cosmopulos in San Francisco decided not to take part.

“We've had a long and happy relationship with Cisco,” said the shop. “But they are now going through a period of organizational change, and we think it's best for both parties if we both go our separate ways.”

According to ad research group CMR, Cisco spent $43.7 million in measured media in 2000 and $52.8m from January to October last year. Its chief marketing officer is James Richardson, appointed during a management overhaul last summer.

The client says it is seeking a full-service global shop to aid the development of an integrated marketing strategy. Ten undisclosed networks will receive letters regarding the agency search by February 4, according to Jere King, Cisco’s vp–worldwide marketing communications.

King added that other agencies on the client’s roster – such as direct marketing incumbent Kirshenbaum Bond & Partners West in San Francisco – would not be displaced by the review.

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