"I came into this account at a wonderful time, right when the Internet was beginning to change the way people were living, working and playing," Ms. Enriquez says. "Cisco was primarily known by the business and IT [communities], but it had a limited brand personality. We felt it was time ... to move them ahead, to underscore our feeling that Cisco really is powering the Internet generation."
That strategy meant moving Cisco out of traditional business-to-business media and into something with a bit more pizzazz, like television.
"We're presenting a branding message, one that's positioned for the future," Ms. Enriquez says. "We want people to feel emotionally connected to the Internet, much the way Cisco connects one part of the Internet to another."
The media plan, launched in August 1998, placed the Cisco spots in eight markets: Atlanta, Boston, Dallas, Denver, New York, San Francisco, Seattle and Washington, D.C.
The launch was limited, Ms. Enriquez says, "because we wanted to do a lot of testing. This was a new medium for the client ... and we wanted them to feel comfortable moving forward. We didn't want to just go into this spending their money without any concrete evidence ... that it was moving the brand forward."
Current spending on the account is about $60 million, she says, a level
that's keeping pace with the client's move from spot TV buying to national television.
"We never felt we wanted to remain a spot advertiser," she says. "And we don't indiscriminately move from spot to network television, carefully buying in a targeted manner to reach the business decisionmaker. We craft a schedule to reach the people Cisco is looking for, not just the broad TV audience."
Ms. Enriquez, who majored in psychology with a business emphasis at the University of California-Los Angeles, joined Goldberg Moser after working briefly at Andersen Lembke and, before that, at Hal Riney & Partners in media positions for nearly six years.
"I consider myself creative, not so much in an artistic sense, but in that creativity extends through a number of different advertising [disciplines], ones that people don't realize exist," she says. "Advertising isn't just about making ads ... but someone has to think about where they should be placed and who