Cisco eyes legacy from London 2012

Cisco is using its sponsorship of the London 2012 Olympics to persuade prospective customers it is “part of the UK’s social fabric” and not just a US technology sales company.

Cisco

As well as using the Olympics to showcase its network infrastructure capabilities, Cisco will also be focusing its Games-related activity on helping to plug the British skills gap in maths and science, which needed to help supply the current and future demand for IT and networking employees.

Activity includes creating Olympics themed workbooks and online content for more than 4,500 schools and creating six national incubator centres to help start up businesses and entrepreneurs collaborate with larger companies to help them grow and get investment. Marketing support has been provided by Surrey-based agency dnx.

Ian Symes, Cisco’s marketing director for UK and Ireland 2012, says the company’s main objective is to help change people’s perceptions of Cisco and help them understand how it benefits Britain.

“When we first signed up to sponsor the Games, there was still the perception that we were a US technology sales company. We want to communicate that we’re actually very much part of British society, part of the social fabric and very much a local company.”

Although based in the US, Cisco employs 4,500 people in he UK and it invests in many local start-ups.

Symes says the Olympics is just the “starting gun” for five-year long strategy to help improve Britain’s network infrastructure and upskill its workers.

He adds: “Yes, we produce equipment, but that’s not the soul of the company; we invest more than £5bn a year in R&D and we really believe, as a company, in creating a brilliant future for Britain.

“We want people to see what we have done at the Olympics and beyond and for them to say ‘wow’. It will really help people understand we are far more inspirational and transformational as a business than perhaps they ever expected.”

Latest from Marketing Week

Vote for your Brand of the Year

Amazon, Argos, Aviva, Brewdog, Cancer Research UK, Just Eat, Maltesers, McDonald’s, Tesco and Yorkshire Tea will battle it out to be crowned The Masters of Marketing Awards’ Brand of the Year.

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here