Tech Giant Cisco Adds Ogilvy to Its Agency Roster After GS&P Resigns the Business

Recent review focused on an upcoming brand launch

The company has invested in AI and other technologies in an attempt to expand beyond its core segments.
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Goodby Silverstein & Partners and Cisco have parted ways after working together for five years as Ogilvy rejoins the tech giant’s agency roster.

“We decided to part ways with Cisco due to differences in strategy and creative work,” said GS&P president and partner Derek Robson. “It was a mutual decision, and we wish them the best. They are a great company that we strongly believe in, and we are proud of the work we achieved together.”

A Cisco spokesperson confirmed today that the San Jose company is working on a project with Ogilvy but declined to elaborate. An Ogilvy spokesperson said, “We are excited to be working with Cisco on an important project supporting their upcoming brand launch.”

Multiple parties told Adweek that a Chicago team led by group creative director Rob Jamieson recently won a competitive pitch to promote the forthcoming launch. North American vice chairman Chris Wall, who died last week at 61, also purportedly worked on the pitch.

The nature of the relationship between Ogilvy and Cisco appears to be project based at the moment, though GS&P’s resignation theoretically leaves an opening for a new agency. Ogilvy’s Los Angeles office worked with the company for more than a decade before GS&P won a summer 2012 review. Cisco later began to move toward more consumer-facing campaigns after focusing on the b-to-b audience.

GS&P produced a wide variety of work during its five-year relationship with Cisco, including a future-focused brand campaign starring Ewan McGregor and a 360-degree “Space Hotel” experience that launched in January. Adweek also recently named the company’s CMO Karen Walker, who previously held several top marketing positions at former GS&P client Hewlett Packard, as one of the business world’s most tech-savvy CMOs.

Earlier this month, Cisco acquired artificial intelligence startup MindMeld for an estimated $125 million. The deal marked the latest phase in the company’s ongoing attempts to expand beyond the core segments of networking hardware and telecommunications equipment.

According to the latest numbers from Kantar Media, Cisco spent approximately $42 million on measured media in the U.S. during 2016 and just over $35 million the previous year.

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