Cisco Webex


In March 2019, my team launched Cognitive Collaboration, an exclusive AI and machine-learning feature set for Cisco Webex. At the time, AI/ML was still concerning to some due to security and efficiency concerns. While brainstorming ways to simplify our message, we also had to ensure that our market message met the criteria of industry analysts.

How do we market Cognitive Collaboration in a way that is friendly, simple, yet factual?


Market Cognitive Collaboration in a way that addresses both new users and industry experts.


Cisco is an industry leader in meetings and security products.


Create a high-level marketing film that emphasizes Cisco's leadership in meeting efficiency and security.

Product Launch, Enterprise Connect 2019
March 2019 (2 weeks)
Cisco Webex Meetings, Teams, Rooms
Webex product team, XLNS Films
Lead Product Marketer, Director, Producer
Product Marketing, Content Marketing
IT, Sales Professionals, Analysts
US pilot, Global
Collaboration, AI, machine learning, meetings/conferencing technology

Revealing the X Factor

The Cognitive Collaboration product and solutions launch was one of the biggest launches our team had ever worked on that expanded across print, digital, experiential, and OOH marketing. It was also one of the most important launches for the team because it signaled our business’ shift to focusing on emerging fields like artificial intelligence, machine learning, and natural language processing.

Maintaining longevity

We wanted this campaign to have longevity. That meant that any content created for the launch also had to be relevant for six months to a year after the event had finished. For anyone that’s worked in technology, you’ll know that’s a hard thing to do because expectations, products, and features change so rapidly. My task was to figure out a way to tell a compelling story about this innovative new technology that would allow the solution to evolve but still maintain the same creed and user benefit it established at its birth.

core campaign line

The Future is Cognitive.

Introducing Cognitive Collaboration

Power better meeting experiences with features centered around machine learning and artificial intelligence, including People Insights for Cisco Webex Meetings and Webex Assistant.

Digital Engagement

We launched the video during the week of Enterprise Connect to sustain the interest and momentum after the keynote sessions. The video was played in the booth during the conference so attendees had a reference point when asking questions.

The Follow-Up: People Insights

My leadership commissioned a second video, after the success of the first high-level video, to dig deeper into the details of the People Insights feature.

I also wrote the script, recorded the on-screen voiceover for this video, and worked together with the product and UX teams to compile the correct screens. The video was featured in a stand-alone blog on to introduce the feature to the general public.

Grace under pressure.

Despite the stress, chaos, and time constraints, I'm so grateful that I was able to work on this project. It's wonderful to see that my work is still being promoted almost a year after launch. My three years at Cisco were the most formative years of my life so far because I had to mature very quickly. Working at Cisco taught me how to manage stress, manage people (even people higher up than me), take criticism and feedback positively, rise up from setbacks, and move forward with confidence.


Ted Calandra, XLNS Films
Cisco Webex product team

Google Creative Campus
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3.1 Phillip Lim
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