F5 Networks Hopes To Raise Visibility Beyond Network Geeks With Ad Campaign

In a move to try to raise the company's visibility with executives Seattle-based F5 Networks is taking a cue from Intel's "Intel Inside" campaign, with a new branding campaign it calls "We Make Apps Go: Faster. Smarter. Safer". The maker of network traffic shaping hardware said the move is a "strategic shift" for the company, which typically has marketed itself to the very technical network architects who buy its products. The company said it has launched a website specifically to reach C-level decision makers. The company did not say how much it is investing in the online and content marketing effort, only that it has a "multi-million dollar" budget. The branding campaign is being run by local agency POP. F5's hardware is used deep within networks, to help redirect, load balance, and otherwise ensure systems can handle Internet and other traffic.


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