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Cisco Online Ads Tout Security Solutions

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NEW YORK Cisco Systems this week broke the online portion of an integrated campaign that emphasizes the company's advanced technologies, particularly in the security realm.

The campaign, which aims to position Cisco as a company that provides networking solutions beyond routers and switchers, focuses on innocent people who unknowingly cause security breaches, said director of worldwide advertising Alan Hallberg.

"Security is a key market because it's getting so much attention," Hallberg said.

The interactive push, via WPP Group's OgilvyOne in New York, is a part of the second phase of an $160 million global ad effort that targets high-level decision makers, security operations and network managers or engineers.

Ads, running on Web properties such as The Wall Street Journal Online, BusinessWeek Online, Network World, InfoWorld and Forbes.com, drive people to Cisco's security microsite.

One banner ad uses a timeline to demonstrate how Cisco defends the network automatically when a virus infiltrates it. The San Jose, Calif.-based company is also placing banner ads that say, "We also take personal information rather personally," in areas where people submit personal information.

Cisco launched TV and print ads last week [IQ Daily Briefing, Jan. 15]. Two 30-second spots, created by WPP's Ogilvy & Mather in Culver City, Calif., center on an 8-year-old girl, who innocently downloads a virus on her dad's work computer.

Cisco's tagline is "This is the power of the network. Now."