Cisco recently announced that it will be adding Dentsu Aegis Network’s Isobar to its roster of agencies. They have named Isobar its digital marketing innovation agency of record. According to Isobar Chief Innovation Officer Dave Meeker, the account was won without a review. According to the agency, the win comes through an existing relationship between Cisco and Merkle, the data firm. Dentsu Aegis acquired a majority stake in 2016 in Merkle, and which now works across the holding company’s various agencies. Merkle confirmed the statement by stating that they have a longstanding relationship with Cisco. They also stated that they are always looking for synergies.
Cisco Names Dentsu’s Isobar It’s Digital Marketing Innovation Agency of Record
The agency has signed a one-year retainer contract with the IT, professional networking and cybersecurity solutions provider. They have committed to helping Cisco develop its new “digital experiences” offering. From 2020, the Isobar will be embedded into Cisco’s digital experiences division. This division was recently created for the development of new products and solutions and to keep the tech conglomerate “on the forefront of technology.” The first internal project is expected to launch later this summer.
Cisco Speaks about the Appointment
Devin Hood, director of Cisco’s digital experiences and social media group spoke about the appointment. He talked about how constant innovation in the digital space is a must. He then talked about how part of the model Cisco prides itself on is empathy with and for their consumers. They are constantly iterating, testing and validating feedback directly with consumers based on some of their biggest challenges. He then mentioned that he is anticipating many new utilities across the spectrum of MR/VR/AR, voice, design, personalization, web, mobile, video and maybe even a few surprises they haven’t begun to dream up.
According to Hood, they picked the creative agency because of the agility, creative chops and adaptability it takes to rapidly prototype and scale if needed.
It is a network of 6,500 people and has worked with a wide range of clients including the Smashing Pumpkins’ Billy Corgan. The agency created a VR experience for the song “Aeronaut,” off Corgan’s 2017 solo album “Ogilala”. They have also worked with the U.S. Air Force, they revamped the Force’s portal through which airmen communicate and access information.