CLIENT
Nortel
Lauren Flaherty, CMO
Anna Griffin, Global Branding-Advt. Dir.
Peter Finter, VP-Global Mktg. Comm. & Operations
AGENCY
Jeff Thomas, Exec. VP-Global Integrated Lead
John McNeil, Exec. VP-Exec. Creative Dir.
Kurtis Glade, Sr. VP-Creative Dir.
Kaersten Hill, Acct. Super.
Matt Ross, Pres.
Universal McCann
Madeline Beniflah, Media Dir.
Weber Shandwick
Tim Marklein, Exec. VP-Genl.Mgr.
SUMMARY
In the networking category, Nortel is the David to Cisco's Goliath. However, comparing the costs of Nortel and Cisco data networks revealed a powerful fact: Cisco data systems cost more to run than Nortel's. That was the chink in Cisco's armor. Launched with limited paid media that directed the audience to search for the Cisco energy tax, the campaign was a huge success. The Nortel sales pipeline grew 46%, shattering the 15% goal. Blog and press coverage was broad. Nortel was out of the shadow of the giant.
