News Release

Cisco Launches Its First Brand Campaign On National TV August 24

Sneak Preview of the TV Campaign Will Debut on the Internet
Aug 17, 1998

Sneak Preview of the TV Campaign Will Debut on the Internet August 17

SAN JOSE, Calif. -- August 17, 1998 -- Cisco Systems, Inc., the worldwide leader in networking for the Internet, today announced it will launch on August 24 its first national television advertising campaign, introducing Cisco to a much broader consumer audience.

An exclusive sneak preview of the TV spots will be broadcast on the Internet at the week of August 17th.

Initially, the multi-million dollar TV campaign will be introduced in several top U.S. markets, expanding later across the U.S. and Canada. A series of 30- and 60-second spots will be placed in key sports, news, and prime-time network programs, as well as business and technology shows. This broadcast campaign complements other corporate branding advertising done in print and online media.

Virtually all the information on the Internet travels across the "systems" or networks of one company: Cisco Systems. To Cisco customers, the company already stands for fast, reliable, secure networks. The goals for this campaign are to elevate Cisco's brand as the global Internet communications leader in combined data, voice and video networks; reinforce its brand value to business customers; and extend its established business-to-business brand to a broader consumer audience in support of key partners.

The TV advertising campaign was created by Cisco's San Francisco-based agency, Goldberg Moser O'Neill (GMO) and complements similar on-line and print workby GMO and Cisco's direct market agency, Miller Huber. Using the tagline "Empowering the Internet Generation," the Cisco campaign focuses on the power of the Internet, the personal empowerment it generates for users worldwide, and Cisco's role in empowering an entire new generation of consumers, companies and countries.

"Most experts recognize that the new economy is really shaping up to be an Internet economy, and like the Industrial revolution 200 years ago, the Internet is poised to reshape the fortunes of people, companies, and countries," said Keith Fox, vice president, corporate marketing at Cisco. "One of our goals is to convey Cisco's key role in this new Internet world, and convey the 'urgency' and 'opportunity' behind this change. The big question everyone needs to ask is: 'Are you ready?'"

Cisco Systems

Cisco Systems, Inc. (NASDAQ:CSCO) is the worldwide leader in networking for the Internet. at

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