MUSE Gold

2022

Cisco Enterprise Security Group (ESG) Integrated Marketing

Entrant Company

WHM Creative

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

Cisco

Country / Region

United States

Before engaging us, Cisco had enlisted the Enterprise Security Group (ESG) to produce a report on the market dynamics impacting remote and roaming user security. While the report was technically thought leadership, we were asked us to atomize the content into smaller assets that could be used in a demand-generation campaign. And, of course, we were asked to sell the product: Cisco Umbrella, a cloud security platform that provides businesses with a powerful first line of defense against internet threats. The goal was to create an integrated program that would drive content engagements and downloads with attributed pipeline revenue. Our job was to remind IT professionals and security practitioners that workers on the move are attractive to hackers, and that today’s perimeter-less digital enterprises require a fundamentally new approach to security. Our visual and messaging platform provided the connective tissue for the demand-generation campaign, with a consistent narrative and visual theme uniting the assets. We went with full-color, split-scene photography to depict the open and seamless borders between work and life. As an awareness-generating tool to drive users to the gated assets (eBook and full report), we created a static infographic. In the infographic, we provide the Umbrella point of view on the technology shortcomings, macro trends, and user behaviors uncovered in the research. Then, in a 25-page static eBook, we married ESG’s research findings with the Cisco Umbrella value proposition. While the eBook included the typical front and back cover, the interior chapters had full break pages, allowing the sales team to cherry-pick the chapter content based on a prospect’s most pressing needs and making each chapter a stand-alone asset. The campaign rolled out to a website landing page, emails, social promotions (animated and static), banner ads (animated and static), print magazine ads, and videos that featured stats organized by trends.

Credits

Creative Direction
Carly Hasselhuhn
Creative Direction
Sara Correia
Art Direction
Marcos Calamato
Copy
Nathan Walsh
Design
Miles Hammond
Production
Erika Kopman
Account
Kristie Qualman
Account
Steve Middleton
Project Manager
Cameron Joe
Project Manager
Suzanne Allen
More Gold Winners
2022
MUSE Advertising Awards - Foreword Consulting Website
Foreword Consulting

Entrant Company

Bad Penny Factory

Category

Website - Consulting

Country / Region

United States

2022
MUSE Advertising Awards - Don't Ignore the Risk - Video
Texas General Land Office

Entrant Company

Proscalar, LLC

Category

Video - Social Video

Country / Region

United States

2022
MUSE Advertising Awards - Arbor Day: Planting Trees Today for a Greener Tomorrow
Edge Creative Strategies for The Mid-Continent Companies

Entrant Company

Quill & Ink

Category

Branded Content - B2B

Country / Region

United States

2022
MUSE Advertising Awards - AT&T
AT&T

Entrant Company

WarnerMedia - Courageous Studios

Category

Video - Documentary

Country / Region

United States