SAN JOSE, CA: Cisco Systems has chosen Text 100 Public Relations as its new AOR, after a competitive review.
The network technology company will be looking for Text to help it successfully implement its "Human Network" branding concept, which positions Cisco as the linchpin in global communications. For instance, marketing materials encourage people to "work, live, play, and learn on the human network," by visiting collaborative sites, sharing network stories, listening to podcasts, and watching videos.
Terry Anderson, senior director of Cisco PR, said the company plans to be more strategic in its communications.
Text is joining Cisco at a positive period, as both earnings released last week and issued future guidance were glowing.
Cisco has taken a strong interest in leadership programs, with Cisco Field, the new home of baseball's Oakland A's, and the Mississippi Education Initiative, which is helping hurricane survivors, according to Tom Galvin, partner at DC-based 463 Communications, Cisco's policy communication and corporate positioning firm.
Galvin also said Cisco was highlighting its Telepresence technology, which is a video-conferencing system that displays the life-sized images of the other party.
Text, which also handles PR for Cisco's business in India, has a working history with 463 as well.
"It makes for a very seamless transition," Galvin noted.
Anderson would not go into details on the RFP process, but said Cisco searched for an agency with global experience that could marry creativity with a strong focus on accountability. She also said business ethics were a high priority.
"Our focus throughout was to look at firms that shared our culture of integrity," she said.
Weber Shandwick was the incumbent agency on the account.