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The Right ‘Rights’ – Lessons from the Cisco London 2012 Olympics Sponsorship

Correctly conceived and creatively executed sponsorship is a powerful marketing tool.  Why else would the Fortune 500, along with millions of other businesses big and small, invest precious marketing dollars in the discipline?  As mentioned in my previous blog post, the first step in successful sponsorship is having clear objectives, whether those are aimed at brand building, commercial gain or stakeholder engagement.  Clearly articulated SMART objectives are a pre-requisite for achieving the second most important aspect of successful sponsorship – securing the right ‘rights’. Read More »

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Connecting the Games

January 9, 2012 at 6:00 am PST

In a recent blog post, I highlighted the vital role Cisco’s infrastructure will play in connecting the London 2012 Olympic and Paralympic Games. Our technologies – including thousands of switches, routers and endpoints – are parts of a complex infrastructure that will be bringing people together before, during and after London 2012.

You could view London 2012 as collaboration on a global scale – so vast in fact, that it’s only possible through teamwork. At the heart of delivering the Games, we are working closely with partners to carry all the data, voice and video. We will be connecting venues to officials – crucial to both the Games schedule and the four billion internet and TV viewers worldwide.

Collaboration Delivers

As a digital marketer, I’m seeing businesses, individuals and communities taking steps to realize the potential of collaboration technologies. What’s really great about collaboration is it makes things happen – with greater efficiency, less bureaucracy and more inclusivity.

For example, Cisco’s Webex solution has led to remarkable changes in the way we do business. Not least, considerable savings in business travel from holding meetings online.

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Education to Build a Brilliant Future

August 18, 2011 at 9:18 am PST

Hello and welcome to the first of what I hope will be many blogs I’ll get to write on behalf of Cisco.  This is my opportunity to explain a little about the Cisco Legacy and Building A Brilliant Future (BABF).

As we passed the major milestone of One Year To Go, the focus from the key London 2012 stakeholders has been concentrated on preparing for the Games --  and rightly so.  However, the Cisco team are equally proud of our Legacy programme, Building A Brilliant Future, and the work we are doing to take the project forward.

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Cisco Prepares for the London 2012 Olympic Games

There’s just one year to go until the London 2012 Olympic Games.  It’s been quite a year and we have had much to celebrate – not least that, at the heart of a world-class event, there’s a world-class network infrastructure helping to make it all happen.

Games test events are underway from a technical perspective and we’re pleased with the way our network is performing.  Our marketing activities have scaled to a fully-integrated activation plan and colleagues worldwide are really engaging with our internal programme – check out

Neil Crockett judges final STEMNet challenge

one example here.  I am especially proud of our investment in creating the British Innovation Gateway, announced in January.

But a recent highlight for me has been chairing the judging panel for the Cisco STEMNet challenge. UK schools were invited to design a website for Paralympian handcyclist, Rachel Morris. Rachel kindly agreed to help judge the entries, joined by Chris Thompson of Ravensbourne College, the Digital Media Centre of Excellence in East London.  We were overwhelmed by the quality of the submissions and by the enthusiasm and engagement the students showed in wanting to support Rachel’s endeavours, which made for quite a few emotional moments among us all.

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Interview with London 2012 Committee on Inclusion and Diversity

Cisco is the proud supporter and network infrastructure provider of the London 2012 Olympic and Paralympic Games. The 2012 Games aim to be the most connected games to date and Cisco are supplying the routing, switching, firewall, IP telephony and Software as a Service platform to fulfil this aim and transform the Olympic experience for the global audience. Click here to access Cisco’s London 2012 page.

The strong and collaborative partnership Cisco has with LOCOG (London Organising Committee of the Olympic Games and Paralympic Games) is not just confined to a business relationship. We are both fully committed to Inclusion and Diversity -- understanding the importance of diversity and the value it brings and embracing difference whether that’s age, disability, gender, ethnicity, religion and belief or sexual orientation (you may recall my previous blog post on this topic).

And we aren’t just talking about fostering an inclusive and diverse workforce – it’s also about using Inclusive and Diverse practices to better serve our global customers and partners. For LOCOG, this means all the people around the world who will be flying into London, one of the most diverse cities in the world. And LOCOG is up against an additional challenge – its immovable deadline.

I decided to find out a bit more about this topic and reached out to Sue Hunt, Director of Strategic Programmes at LOCOG. If you have any comments about this post, please post them below.

Cisco UK is also involved in a number of internal activities to encourage its employees to get involved in the London 2012 Olympics. Stay tuned for more on this topic.

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