Cisco recruits Agency Republic for CRM role

Cisco Systems, the world's largest internet network provider, has

handed its £3.5 million customer relationship management task to

Agency Republic.

The agency won the business after a four-way pitch. The on- and offline

CRM drive kicks off in the UK and will then be developed in other

countries in Europe, the Middle East and north Africa.

In a move that echoes the sentiment of the European Parliament's recent

recommended directive to place stricter controls on the use and transfer

of online data, the campaign will be designed to champion "permission

marketing", a commitment to send only relevant communications to


The agency will be aiming to build on Cisco's qualified e-mail database

with the basic thrust of the creative work outlining that the permission

marketing puts the customer in charge of the company.

Agency Republic's managing director, Martin Brooks, said: "Cisco pretty

much built the internet. Now it is demonstrating industry leadership

again by reducing e-junk and focusing on marketing messages with

targeted value."

The Omnicom-backed agency aims to offer traditional and digital

marketing communications.