Cisco France is a major force in new technology. To build awareness among technical and business decision makers, Ogilvy rejected standard B2B tactics.

The Cisco Podcast is the first-ever consumer-facing corporate podcast in France. The podcast ran weekly over 3 months. Podcasts were released on Cisco.fr and on iTunes France. Each podcast lasts 10 minutes. In each one two well known tech journalists discuss various issues, and include guests. The tone is casual and the content focus mixes B2B and B2C themes.Dialog generated unprecedented results for Cisco, and has become a storied campaign in the press and the blogosphere.