Client Marketing Challenge: build awareness among business decision makers that Cisco has integrated network security solutions. Creative strategy: in its first-ever negotiated ad placement, a banner below user login at WSJ.com intercepts business decision makers and notes that Cisco recognises the security issues around every transaction — especially customer privacy. In fact, the Cisco 2004 media strategy includes demonstrating unique opportunities of the web, demonstrating technology through use of the medium, and more closely integrating creative with media context and placement.