Cisco looks to SMEs for growth

The WPP agency secured the business following a review that included Bates141, Tribal DDB and Tequila. It marks Cisco’s first appointment of a regional AOR, and extends Ogilvy’s existing global relationship with the company.

While Cisco remains a strong player in the large enterprise space, OgilvyOne Singapore MD Chris Riley pointed out that building stronger relationships with SMEs is a priority.

“It’s a big challenge for it to align everything, not just the marketing,” said Riley. “The associations of Cisco in the SME market are really not well established at all.”

Given the nature of the target market, Cisco is expected to focus on digital and below-the-line channels to achieve its marketing objectives.

“In many parts of the world Cisco is associated with broadcast media and advertising,” admitted Riley.
“We will see a lot of digital channels used here and used in a slightly more innovative way than has traditionally been deployed.”

Cisco brand and marketing services senior manager Anthony Elvey added that Ogilvy clinched the business because of “the quality of the people and the strength of the regional network.”

Riley further noted that Cisco’s focus on the SME segment was not driven merely by the prospect of growth. “It’s one element of growth, but it seems a much more natural part of evolution,” he said. “It’s an expansionary strategy rather than a protective one.”

Cisco’s most recent major marketing push was its ‘Human network’ campaign, which launched in 2007 and is ongoing. It is targeted squarely at the consumer market.

The global drive marked an effort by the networking giant to depart from a relatively bland corporate image, and tried to position Cisco as company that can deliver integrated communications and entertainment applications for the consumer’s seamless enjoyment.

The campaign also includes a major social networking element, allowing consumers to upload stories about how Cisco helps them connect.