Anna Griffin does not shy away from bold statements. In fact, they power her philosophy of branding and spur her on to bold actions. She leads all positioning and transformation initiatives for Juniper Networks, the industry leader in network innovation, as the tech company continues to activate ideas that will serve the exponential demands of our networked world. In an ecosystem now greatly affected by both cloud computing and the mobile Internet, Juniper believes it is time for a new network built on simplicity, security, openness and scale that can better empower everyone is a connected world. No doubt, a bold mission, but it is at the heart of the company’s vision for the future of the network: "Connect everything. Empower everyone."
When asked about her role as brand champion, Anna says, “Branding has the power to transcend the rational and make you feel something about a product or service that you might normally find as a transactional. I believe in pushing to find the opportunities in positioning, media, and creative to challenge the status quo.”
Yet, in little more than two years, Anna Griffin has lead the repositioning and branding of Juniper as well as designed global campaigns to take this new strategy to market. She is responsible for championing and managing a new agency model to optimize creative effectiveness and investments and has also established a new internal marketing communications team to maximize creative strategy and all communications.
Juniper Networks delivers the software, silicon and systems that transform the experience and economics of networking. Some of the facts surrounding the company’s capabilities are daunting. The company powers 60% of the world’s Internet transactions; 80% of smart phone traffic runs across Juniper routers and switches; six of the 7 largest Stock Exchanges in the world run across Juniper Networks products, trading over 10 billion shares a day; and Juniper powers 96 of the Fortune 100.
Anna has also been called a “lynchpin” in a successful partner marketing program that Juniper has initiated throughout the world. As a key champion of the project, she has involved SingTel (Singapore), AlphaWest (Australia), Qwest (US), Korea Telecom (South Korea) and Alder Hey (UK). Just this January, Juniper introduced innovative partner marketing programs at a Global Partner Conference which welcomed more than 1,000 partners in Las Vegas from key regions across the globe. These included a new suite of social, co-branding and mobile marketing programs and tools aimed at empowering partners to differentiate their business and expand their reach.
Anna joined Juniper from Nortel where she served as director of Global Branding, Advertising and Events. Her highly competitive “Cisco Energy Tax” campaign for the data portfolio was named a 2008 Gold Effie award winner.
Prior to her experience with Nortel, Anna held numerous executive-level brand management positions in agencies in San Francisco and Raleigh, North Carolina, executing strategies for a wide array of clients including: Sony, Land’s End, Apple, Bank of America, Toysrus.com, Saturn, the San Francisco Opera and Royal Caribbean Cruise Lines. Anna’s background also includes two years of running her own brand communication consulting firm.
Prior to her experience with Nortel, Anna held numerous executive-level brand management positions in agencies in San Francisco and Raleigh, North Carolina, executing strategies for a wide array of clients including: Sony, Land’s End, Apple, Bank of America, Toysrus.com, Saturn, the San Francisco Opera and Royal Caribbean Cruise Lines. Anna’s background also includes two years of running her own brand communication consulting firm.
