Weber Shandwick Wins Cisco Systems

BOSTON Cisco Systems has tapped Interpublic Group’s Weber Shandwick as agency of record for its U.S. public relations business, confirmed the client.

“Weber Shandwick was chosen because it demonstrated experience with leading global corporations, especially high tech, in addition to its creativity and strategic thinking,” said Penny Bruce, senior manager of corporate PR at Cisco Systems in San Jose, Calif.

Weber Shandwick prevailed after a lengthy review against undisclosed shops. The client, which launched the review in late August, would not disclose annual billings.

Cambridge, Mass.-based Weber Shandwick’s duties will include corporate and technology PR. Cisco had previously worked with number of public relations firms on a project basis.

Jerry Swerling of Swerling & Associates in Malibu, Calif., oversaw the review process.

Cisco’s overall marketing spending has been on the increase. In 2002, the tech giant spent $4 million on advertising; spending through September 2003 is $44 million, per Nielsen Monitor-Plus. Cisco’s ad account is handled by WPP’s Ogilvy & Mather in New York.