SAN JOSE, Calif: Cisco Systems Inc., the world’s largest maker of equipment that directs Internet traffic, on Tuesday launched its largest-ever global advertising campaign, touting its networking gear as a way for companies to boost productivity and cut costs.
The company, based in San Jose, California, said it expects to spend US$100mil to US$150mil this year on a print and television ad campaign that targets markets in which Cisco sees strong growth potential, including security, storage networking, voice and wireless.
“The point is to position Cisco beyond routers and switches into these new growth markets,” Marilyn Mersereau, Cisco vice-president of corporate marketing, said in an interview. “There’s no clear leader in any of these markets and they’re burgeoning, multibillion dollar markets.”
Routers and switches, which direct network traffic, account for the bulk of Cisco’s sales.
The campaign – which carries the tag line “This is the Power of the Network. Now.” and will debut with eight-page newspaper inserts – was developed by Ogilvy & Mather, which is owned by WPP Group Plc , the world’s largest advertising group. Ogilvy was hired by Cisco last September.
The campaign will launch today in the US and is scheduled to roll out to Canada, Britain, Germany, Italy, Japan and China in the spring.
Ads also will air on prime-time television on such shows as Fox’s “24,” NBC’s “West Wing” and CBS’s “60 Minutes,” and appear in such magazines as BusinessWeek and Fortune, and online at such Web sites as Discovery.com and CNN.com, she said.
The campaign represents the third phase in Cisco’s global branding strategy, following a 1998 campaign about the power and relevance of the Internet and a 2000 campaign about how businesses can use the Internet to meet their goals, the company said.
The campaign also will feature a Web site, offering case studies, return-on-investment tools, three-dimensional product views, seminars and scheduled events. – Reuters