Q&A

Cisco’s In-House Agency Complements Agency Partnerships

Patti Cocciolo, senior director of global brand marketing at Cisco, talks about how “The Hatch” strives to offer the smartest marketing ideas — no matter where they come from

By Christopher Hosford

Patti Cocciolo, senior director of global brand marketing at Cisco, says starting the company’s in-house agency, The Hatch, took a “leap of faith.” But the move has proved beneficial for the tech giant’s marketing efforts. The in-house team brings an institutional knowledge of the company to the table while relations with outside agencies are a lot closer and more productive.