Cisco Names Independent Shop DWA as Global Media Buying Agency of Record

Ogilvy recently won the creative business

The tech giant is pivoting toward the cloud.

Tech conglomerate Cisco has chosen DWA or David Wood and Associates Media to handle its media planning and buying business after a competitive review.

The independent agency, which specializes in serving tech companies, will focus on promoting Cisco’s Enterprise B2B services to business clients around the world.

“It is my pleasure to announce that DWA will be Cisco’s new global paid media agency partner,” said Jitka Petrickova, the company’s senior director of global media. “DWA was selected for its deep experience in the b-to-b space and their ability to navigate the digital ecosystem to best leverage mar-tech and ad-tech solutions across all digital channels. I am confident that this new partnership will accelerate Cisco’s transformation towards personalized marketing.”

Several months ago, Ogilvy won the creative portion of Cisco’s business back after losing it to Goodby Silverstein & Partners five years ago. At the time, GS&P told Adweek it had parted ways with the client “due to differences in strategy and creative work.”

Ogilvy’s debut campaign aired in August. The extended spot, created to promote Cisco’s new “intent-based networking” services, starred Game of Thrones star Peter Dinklage. It was timed to the HBO show’s season finale.

Earlier this week, Cisco executives spoke to analysts regarding the company’s “multi-cloud infrastructure strategy,” which is part of a partnership with Google first announced in the fall.

According to Kantar Media, Cisco spent approximately $42 million on paid media in the U.S. last year. Its global totals were not available at the time of publication.