Cisco appoints MBA to develop business campaign in Europe

Cisco Systems, the world's largest internet provider, has appointed MBA to develop a pan-European campaign aimed at its business audience.

MBA won the pitch against a number of undisclosed agencies and has been briefed to create an above- and below-the-line campaign, understood to promote Cisco's services to small and medium-sized businesses.

Ogilvy & Mather and Ogilvy One, Ogilvy's direct marketing arm, are the incumbents on the Cisco business in Europe and the US. They were not involved in the pitch, but their hold on the main account is not thought to be affected by MBA's appointment.

MindShare, Cisco's media agency, is also unaffected by the appointment.

A Cisco spokesman said: "We like to appoint different teams to individual projects to get new points of view."

Based in San Jose, Cisco supplies more than three-quarters of the world's switchers and routers, which link the internet.

It has traditionally targeted large corporations and service providers but recent advertising has focused on small businesses and consumers.

MBA was not available for comment as Campaign went to press.