• by Steve McClellan  @mp_mcclellan, December 6, 2017

Silicon Valley stalwart Cisco has selected San Francisco-based independent media agency DWA for global media duties following a formal review.

Cisco spent $186 million on advertising in 2016, according to the firm’s annual report. In the U.S., its measured media spending was approximately $44 million last year and about $16 million for the first half of 2017, versus $20 million for the prior year period.

Omnicom’s OMD had previously handled media chores for the client but did not participate in the review.

In addition to the U.S. the agency’s efforts will focus on international markets, including Brazil, Canada, Mexico, France, Germany, the UK, Australia, Japan, India and China.

Jitka Petrickova, senior director of global media for Cisco, confirmed the appointment, indicating the agency was selected for its “deep experience in the B2B space and their ability to navigate the digital ecosystem to best leverage mar-tech and ad-tech solutions across all digital channels.”

Petrickova says he is confident "this new partnership will accelerate Cisco’s transformation toward personalized marketing.”

“We are thrilled to be collaborating with Cisco and helping them take advantage of today’s best digital practices,” stated Bob Ray, global CEO of DWA. “With our extensive experience in B2B technology marketing along with our global reach, we are well positioned to speak to Cisco’s audience.”