Light Reading

Juniper Kills the Cartoons!

Craig Matsumoto
News Analysis
Craig Matsumoto
2/24/2009
50%
50%

SAN MATEO, Calif. -- The regime change at Juniper Networks Inc. (NYSE: JNPR) has claimed a victim. Juniper has retired its cartoons.

The shocking news was delivered bluntly, without warning, by new chief marketing officer Lauren Flaherty at Juniper's analyst conference today.

The audience responded with a smattering of spontaneous applause, followed by one "boo" that didn't seem very heartfelt.



Flaherty, who joined Juniper four weeks ago, introduced a new campaign, at least for Juniper's enterprise sales efforts. It will use the phrase "Demand more" and will target enterprise customers by trying to "reinforce the notion that you've got choice," she said.



But why? Why???

"Devices tire over time, so you have to keep them fresh, and companies mature," Flaherty said. "We need a marketing proposition that can grow with us." [Ed. note: This sounds like a different company than the one that used to sue anonymous message board users.]

The Far Side-inspired cartoons started in 2003 while Christine Heckart was vice president of marketing. At first, they were part of an ad campaign throwing pot shots at Cisco. (See FTTH Comms Picks ADC Gear.) Soon after, the cartoons became the face of Juniper, appearing on the Website and even on executive presentations. Industry reaction wasn't universally favorable. [Ed. note: Uh, yeah. We know how that feels.]

Heckart left Juniper in 2005 to join Microsoft Corp. (Nasdaq: MSFT). (See VP Jumps From Juniper.)

Cisco Systems Inc. (Nasdaq: CSCO) was too chicken to comment. Larry, Light Reading's mascot monkey, didn't seem to side with his cartoon brethren in their moment of crisis. "They were too subtle," he said, while spinning around in his Aeron chair and waving a pistol. "You can't keep anyone's attention by doodling about routers. Wheee-he-heeee! (Bang!)"

Juniper appears to have already removed the cartoons from its Web site. If you've somehow never encountered them, you can find samples around the Web, with helpful tips on averting disaster, booking UFO travel, or guarding a cave? Or something?

— Craig Matsumoto, West Coast Editor, Light Reading

(16)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Page 1 / 2   >   >>
stuartb
50%
50%
stuartb,
User Rank: Light Beer
12/5/2012 | 4:10:57 PM
re: Juniper Kills the Cartoons!
BTW Phil, love the Colbert reference. Maybe you'll make his next "who's honoring me now" segment.
stuartb
50%
50%
stuartb,
User Rank: Light Beer
12/5/2012 | 4:10:57 PM
re: Juniper Kills the Cartoons!
First... thank God, I hated those ads.

Second, I think it's a tunnel that the goofy superhero is guarding (as in a VPN), and not some sort of cave. I suppose nobody knows if it's a real tunnel or one that only Road Runner can fly through.
reboot0
50%
50%
reboot0,
User Rank: Light Beer
12/5/2012 | 4:10:57 PM
re: Juniper Kills the Cartoons!
Even around the offices the cartoons have been killed off completely. Our funky little cartoon cube tags were suddenly and completely replaced by a boring compass and telescope theme.

I think Juniper is now searching for His Dark Materials:

http://en.wikipedia.org/wiki/H...
bollocks187
50%
50%
bollocks187,
User Rank: Light Beer
12/5/2012 | 4:10:56 PM
re: Juniper Kills the Cartoons!
Thank god for the removal of the cartoons !

Now really can someone explain what is Junipers unique value proposition ?
ruready
50%
50%
ruready,
User Rank: Light Beer
12/5/2012 | 4:10:56 PM
re: Juniper Kills the Cartoons!

Get to the value proposition. That's what matters anyway, not some cutsie message that the CTO or CIO could not care about.
Honestly
50%
50%
Honestly,
User Rank: Light Beer
12/5/2012 | 4:10:56 PM
re: Juniper Kills the Cartoons!
Christine was a great marketer for Juniper. She was in CSCO's face for three years and helped secure and defend the carrier core for them.

Juniper corp PR has never been as good as it was them.

Cartoons were not as edgy as Christine was with Cisco, they may have needed a little more Dilbert, but they worked ok. This marked the first time that Scott kreins let anyone spend any real marketing money at Juniper and they grew market 32% over an 18 month period back then, mostly at Cisco's expense.

Kreins did not give Heckart and other quality senior level folks what they needed to continue to grow and they all left. Dolce, etc.

Hopefully the current CEO will not cut his good people off, Junper builds great technology and CSCO is losing its touch, falling on hard times.
NorthernRights
50%
50%
NorthernRights,
User Rank: Light Beer
12/5/2012 | 4:10:55 PM
re: Juniper Kills the Cartoons!
Lauren has only been at Juniper for four weeks not four months as was reported.
Pete Baldwin
50%
50%
Pete Baldwin,
User Rank: Light Beer
12/5/2012 | 4:10:55 PM
re: Juniper Kills the Cartoons!
Ohhhh - that makes more sense (to the extent that the image makes sense at all). Thanks stuartb.

When I first saw the cartoon, my mind assumed it was the surface of a pinball machine, and I spent several seconds trying to make that idea work. (Hint: it doesn't.)
digits
50%
50%
digits,
User Rank: Light Beer
12/5/2012 | 4:10:55 PM
re: Juniper Kills the Cartoons!
NorthernRights
Well spotted. This has been amended.

With the cartoons nixed so quickly, wonder what will happen in the next four weeks!?

Ray
heretoday
50%
50%
heretoday,
User Rank: Light Beer
12/5/2012 | 4:10:54 PM
re: Juniper Kills the Cartoons!
Lauren will put her mark on JNPR quickly.....and that's not necessarily bad.... but if she even mentions the SALES INHIBITING application BIZSPHERE, just walk away. To current and former Nortelers... can I get an Amen!

Page 1 / 2   >   >>
Flash Poll
From The Founder
The New IP is actually bigger even than business. Like another hugely important tech that Light Reading is digging into right now, the New IP has the potential to change the world by fundamentally advancing what it is possible for people to achieve with communications.
Que Sera Sarah
Growth of the 5G Ecosystem

3|6|15   |   1:15   |   (0) comments


Use cases and industry collaborations dominated 5G discussions during Mobile World Congress 2015.
LRTV Custom TV
Sonus NaaS IQ Real-Time Demo

3|6|15   |   4:03   |   (0) comments


Compass Networks Chairman and CEO Matt Bross and Ray Dolin, CEO of Sonus Networks, demonstrate their Sonus IQ SDN solution using a live video conference connection.
LRTV Custom TV
LRTV Talks Carrier WiFi & WiFi Calling With Aptilo Networks

3|6|15   |   4:53   |   (0) comments


We stopped by Aptilo Networks, a market leader in WiFi service management and offloading, to discuss the new possibilities with next-generation WiFi calling and why WiFi should be a natural part of any operator strategy.
LRTV Interviews
NGMN Chairman Outlines His 5G Vision

3|6|15   |   5:10   |   (0) comments


Bruno Jacobfeuerborn, chairman of the NGMN Alliance and Deutsche Telekom CTO, shares his thoughts on the challenges, opportunities and costs of 5G.
LRTV Interviews
In the Cloud With Telecom Italia

3|5|15   |   7:10   |   (0) comments


Light Reading CEO Steve Saunders sits down with Telecom Italia's Simone Battiferri at Mobile World Congress to discuss virtualization, agility and the economic advantages of the cloud.
LRTV Huawei Video Resource Center
New Ways of Working

3|5|15   |   4:24   |   (0) comments


At the ICT Leaders Roundtable, hosted jointly by Light Reading and Huawei at the Hotel Renaissance in Barcelona just prior to Mobile World Congress, Hong Kong Telecom's Michael Yue explains how the transformation in its business has changed its customer relationships.
LRTV Huawei Video Resource Center
Bridging the Digital Gap

3|5|15   |   4:03   |   (0) comments


At the ICT Leaders Roundtable, hosted jointly by Light Reading and Huawei at the Hotel Renaissance in Barcelona just prior to Mobile World Congress, Boingo's Dr. Derek Peterson explains how ICT can help telcos bring the physical and virtual worlds closer together.
LRTV Huawei Video Resource Center
Making the Internet of Things Affordable

3|5|15   |   2:42   |   (0) comments


At the ICT Leaders Roundtable, hosted jointly by Light Reading and Huawei at the Hotel Renaissance in Barcelona just prior to Mobile World Congress, Telefonica's Dr. Mike Short explains how the Internet of Things demands a new low-cost approach to connectivity from telcos.
LRTV Huawei Video Resource Center
Evolution, Not Revolution

3|5|15   |   2:00   |   (0) comments


At the ICT Leaders Roundtable, hosted jointly by Light Reading and Huawei at the Hotel Renaissance in Barcelona just prior to Mobile World Congress, Heavy Reading's Patrick Donegan explains why telcos can't be too hasty in their efforts to transform themselves.
LRTV Custom TV
Management & Orchestration Enablement Strategies Required for NFV Commercial Success

3|5|15   |   6:22   |   (0) comments


NFV commercial success rests on successful service orchestration strategies which can span heterogeneous physical, virtual, legacy and next-gen networks. Network data and security integrity are additional key aspects. Nakina provides a suite of orchestratable network integrity applications built on an open, scalable MANO enablement platform.
LRTV Huawei Video Resource Center
The Power of Five Convergences in OceanStor OS

3|4|15   |   6:24   |   (0) comments


OceanStor OS is Huawei's brand-new storage operating system. While inheriting the consistent high stability, reliability and performance from the company's previous storage products, OceanStor OS abounds in new converged storage features. Specifically, the new storage operating system achieves "five convergences" to lift storage convergence to a higher level.
LRTV Huawei Video Resource Center
4K Brings Extreme Video Experience

3|4|15   |   8:10   |   (0) comments


4K video is a hot topic in the video industry. It will certainly bring an extreme video experience to end users. At the same time, however, it will also pose a big challenge to operators. Check out this Huawei 4K experts' discussion about how operators can achieve success in 4K video service.
Upcoming Live Events
March 17, 2015, The Cable Center, Denver, CO
April 14, 2015, The Westin Times Square, New York City, NY
May 12, 2015, Grand Hyatt, Denver, CO
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 8, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 9, 2015, Chicago, IL
June 10, 2015, Chicago, IL
All Upcoming Live Events
Infographics
Net neutrality, broadband services and the current outlook on data consumption, as presented by the New Jersey Institute of Technology.
Hot Topics
Internet Pioneers Decry Title II Rules
Carol Wilson, Editor-at-large, 3/2/2015
Wheeler: We'll Enforce Title II 'Case-By-Case'
Sarah Thomas, Editorial Operations Director, 3/3/2015
New CenturyLink CTO in Major Overhaul
Carol Wilson, Editor-at-large, 3/4/2015
Verizon Takes Radio Dot to Detroit, VoLTE Overseas
Sarah Thomas, Editorial Operations Director, 2/27/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Light Reading CEO Steve Saunders talks transformation and virtualization – including Light Reading's independent testing of the vendor's virtualization solutions – with Cisco CEO John Chambers at Mobile World Congress in Barcelona.
Check out Light Reading's interview with Jay Samit, the newly appointed CEO of publicly traded SeaChange International Inc. With a resume that includes Sony, EMI, and Universal, Samit brings a reputation as an entrepreneur and a disruptor to his new role at the video solutions company. Hear what he had to say about the opportunities in video, as well as the outlook for cable, telco, OTT and mobile service providers.