BMA, Burson-Marsteller Name Cisco’s Richardson William A. Marsteller Marketing Leadership Winner

Chicago, May 4, 2006 – The Business Marketing Association and Burson-Marsteller have named James Richardson, Senior Vice President, Commercial Business at Cisco Systems, Inc. as the recipient of the 2006 William A. Marsteller Marketing Leadership Award.

The award, sponsored by global communications consultancy Burson-Marsteller, will be presented as part of the opening ceremonies on Thursday, May 11 for BMA’s Annual Conference in San Jose, Calif. Richardson is being honored for his work as Chief Marketing Officer at Cisco, a position he held for four years, as well as the new role he assumed in January 2006. Richardson’s new position was created to accelerate Cisco's opportunity in its fastest growing customer segment made up of small and medium-sized businesses.

The Marsteller Award recognizes corporate marketing executives who have shown consistent, zealous support and belief in business-to-business marketing and marketing communications as a critical component in their company’s success.

As CMO, Richardson was responsible for developing and communicating Cisco’s strategy and vision as he led the company's technology and segment marketing, corporate marketing, advertising, branding, marketing communications and public relations efforts. The company is the worldwide leader in networking for the Internet, with more than 47,000 employees worldwide.

Commenting on his achievements, the BMA selection committee noted, “During his tenure as CMO, Cisco marketing transformed itself into a world-class outbound marketing organization culminating in recognition as the best in class marketing from an efficiency and effectiveness perspective among other high tech companies. In addition, during the four-year period, Cisco raised its brand value from 9.4% of market cap to 12.5% of market cap, resulting in a 33% increase.”

First presented in 2002, the award honors William A. Marsteller, a pioneer in integrated marketing communications and a member of the Advertising Hall of Fame. In 1953, Marsteller combined his advertising agency, with offices in Chicago and Pittsburgh, with Harold Burson’s New York-based public relations firm to form the agency that today is known as Burson-Marsteller.

Past winners include Anne Toulouse, Vice President of Communications for The Boeing Company (2005); John D. Bergen, Senior Vice President, Corporate Affairs and Marketing, Siemens Corporation (2004); James Murphy, Global Managing Director of Marketing and Communications, Accenture (2003); and Dean Landeche, Vice President of Brand Marketing for Hobart Corporation (2002).

The 2006 BMA Annual Conference, “Return Of Innovation,” will feature speakers from major corporations and leading marketing firms providing insights into product innovation, channel strategy, brand transformation and new marketing technology. Speakers include corporate experts from Boeing, Cisco Systems, Inc., Eastman Kodak Company, Johnson & Johnson, Microsoft Corp. and Siemens, as well as Jeneanne M. Rae, cited by BusinessWeek magazine as "one of the Magnificent Seven gurus of innovation."

The event will be held May 11 and 12 at the DoubleTree Hotel in San Jose. The cost for the two-day session is $595 for BMA members and $785 for non members. Single-day rates and luncheon only registrations also are available. For more information, visit www.marketing.org.

Sponsors for the 2006 BMA Conference are BtoB Magazine, Burson-Marsteller, ClearGauge, Eric Mower and Associates, GBC Brand Image Solutions, HSR Business to Business and LeadGenesys.


About the Business Marketing Association
The Business Marketing Association (BMA), established in 1922, is a not-for-profit organization dedicated to serving the career and professional development needs of business-to-business marketing and marketing communications professionals. For more information, visit www.marketing.org.


About Burson-Marsteller
Burson-Marsteller (www.burson-marsteller.com), established in 1953, is a leading global public relations and public affairs firm. It provides clients with strategic thinking and program execution across a full range of public relations, public affairs, advertising, and web-related services. The firm’s seamless worldwide network consists of 52 wholly-owned offices and 45 affiliate offices, together operating in 57 countries across six continents. Burson-Marsteller is a part of Young & Rubicam Brands, a subsidiary of WPP Group plc (NASDQ: WPPGY), one of the world’s leading communications services networks.


Media Contacts:

Thomas A. Stack
Business Marketing Association
847-471-4213

Jennifer Norton
Burson-Marsteller
212-614-5243