Cisco urged to plan Rio activity following London 2012 success

Cisco will need to start planning for Rio now if it hopes to match the success of its London 2012 Olympic brand activity, according to agency George P Johnson.

Cisco urged to plan Rio activity
Cisco urged to plan Rio activity

It comes after Cisco House, which has been open at London's Westfield Stratford since April as Cisco's b2b-only experience for top executives, achieved a 4.8 overall satisfaction rating from surveyed delegates.

The agency worked on creating the multi-millon-pound experience over a two-year period, and will meet with Cisco next week to discuss plans for the Rio 2016 Olympic and Paralympic Games.

Rio 2016

George P Johnson vice president head of creative Andy Bass said: "We want to tell them they have got to start planning now because two years is not enough. If they are serious about Rio now they need to be securig a venue."

For 2012, the agency produced a report on 173 venues in London, including the German Gymnasium at Kings Cross, before deciding to create a semi-permanent structure overlooking the Olympic Park.

"Lots were very appealing but were not in the right position, or were in the right position but not quite right in terms of how big they could be. We eventually found the Westfield site and realised you had to be there," said Bass.

The venue took 70 days to build and is expected to attract 30,000 visitors during its five-month opening period between April and September.

"It is an opportunty for [Cisco] to talk to c-level executives who they don't normally talk to," said Bass, speaking at C&IT's Agency Forum in London today. "It is a showcase for their products, and an overall marketing ecperience."

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