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The future is not that far out. While it is tempting to say that we’re already connected and that there is not much left to connect, nothing could be further from the truth.

The Internet is increasingly everywhere. There are “only” two billion people in the world online…that leaves five billion and counting to go. Additionally, the number of things connected to the Internet will grow from 13 billion today to 50 billion by the end of the decade. And this means that the number of possible connections between people, things, employees, employers, doctors, patients, businesses, customer, etc., etc., etc., will continue to grow exponentially.  We’ll be creating new connections that we can’t even imagine today, and at a rate we’ve never seen before.

Cisco’s first 30 years have been building the global infrastructure that enables people and companies to connect. Our customers, and our partners that serve them, are driving the innovation on top of our platforms to transform themselves, and their industries.

We know our brand is only as strong as the value we’re able to create with (and for) our customers and partners. And today, our brand has the privilege to be counted as one of the top 20 global brands in the world. We are both proud and humbled by this.

And we feel we are just getting started, as we see the amount of new value creation with our customers increasing every day. While we are proud of our global brand position, we have more work to do to help people understand the role that Cisco plays in bringing powerful connections to the world. To that end, today we are pleased to begin a new relationship with Goodby, Silverstein & Partners as our branding and advertising partner moving forward. We are excited to work with this dynamic and innovative team as we further articulate all that Cisco makes possible.

While many have contributed to the success of our brand to date, we’d like to thank Ogilvy and Mather for their partnership and the work they’ve created on our behalf over the last decade. They have been a strong and trusted partner and we wish them the very best.

Cisco played a major role in creating the Internet as we know it today, and we’re playing an equally large role in its future generations. As we connect the previously unconnected, I am certain the years ahead will be even more amazing as the network becomes the platform on which we work, live, play and learn.

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3 Comments.


  1. Great news GMCC has taken the plunge and changed advertising agencies. We are at a cross road in the evolution of Cisco brand and this will help to drive new ideas and energy into our major campaigns for FY13

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