By 1997, Cisco had become the market share leader in networking equipment. Although Cisco's market share and thought leadership were equivalent to that of other category leaders, the company was mainly known only to network managers. It was time to raise visibility to claim the leadership position in networking. McDougall developed a broad messaging campaign that debuted at COMDEX, the Mecca of computing that included a new executive platform for CEO John Chambers, new topline corporate messaging, new branding and other media and tradeshow-specific deliverables. WORK-LIVE-PLAY-LEARN This theme became the flag that the company rolled around