port of it is meant to illustrate how Webex in the past,” said Holstein. “We want to
: Cisco is relying heavily on social media in can facilitate the collaborative process while reach all people who have an idea” and
a new campaign for its Web conferencing also getting people pumped up about shar- show them that “Webex can help bring it : Ogilvy & Mather Worldwide has expand-
program, Webex. The campaign also targets ing their ideas, she added. to life,” she continued. ed its global sustainability practice, unifying
a broader audience than previous efforts. On the site, a video shows people lit- Webex’s previous efforts tended to focus multiple offerings into a new entity called
Last week, Cisco launched the Pass erally passing a ball from one to another primarily on business professionals, many OgilvyEarth. The cross-discipline practice
The Ball Web site globally following a soft to illustrate the idea of collaboration. It of whom already know that this technol- aims to help businesses deal with the com-
launch earlier in the month. The site is also highlights the campaign’s partnership ogy already exists. More broadly, however, munication of sustainability, from both
there are still consumers that aren’t aware cultural and business perspectives.
of Webex’s capabilities, Holstein said. The goal is to have OgilvyEarth work
When someone is particularly interested alongside the agency’s other areas to pro-
in an idea, he or she can join a team that vide knowledge and expertise to clients. BP,
will collaborate on the idea. Yahoo, IBM, Unilever and the Ford Motor
Cisco will sponsors Webinars for the Company have tapped Ogilvy in the past
teams of the most popular ideas. A year of for sustainability related efforts.
free Cisco WebEx services will be awarded “The way to connect with customers and
to the owners of the top-rated ideas. prospects is through what is most impor-
To promote the effort, Cisco is placing tant to them,” said Seth Fabman, worldwide
a bigger emphasis than before on trying to managing director of OgilvyEarth. “Sustain-
build the conversation around Pass the Ball ability is a common interest that allows your
on various social media sites. In addition to messages to be more powerful. You’re not