SAN JOSE—Cisco Systems has selected Weber Shandwick as its public relations agency record after a lengthy search. Billings were not disclosed, but the account was widely regarded as the most significant technology pitch of the year. The agency will be responsible for corporate and technology public relations as well as form [email protected], the company’s extensive online news site.
Cisco had previously worked with a number of firms on a project basis, but did not have an agency of record. One reason for the review was to develop a more consistent, collaborative relationship with an agency.
According to Penny Bruce, senior manager of corporate PR at Cisco, Weber Shandwick was chosen “because it demonstrated experience with leading global corporations, especially high tech, in addition to its creativity and strategic thinking.”
The search initially focused on the company’s U.S. corporate business, but was expanded to include technology public relations, Latin America, and [email protected], although it was not known whether the firm would select a single agency to handle all of its needs or select separate firms for each piece of the assignment.
Jerry Swerling of Swerling & Associates oversaw the review process, conducting a thorough communications audit to assess Cisco’s needs. He worked with Claudia Ceniceros, the company’s seniot director of corporate public relations, and with vice president of corporate communications services Jere Brooks King.
Earlier this year, Cisco hired Ogilvy & Mather as its advertising agency of record. It also launched a $200 million global branding campaign that included public relations. The campaign id designed to reinforce the company’s position as the leader in networking technologies, with the tagline, “This is the Power of the Network. Now.”