Qualcomm opens $20 mil review to aid fast growth

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Wireless phone marketer Qualcomm is reviewing advertising agencies for its estimated $20 million account.

Incumbent agency dGWB, Irvine, Calif., will be considered, along with six other shops to be chosen this week.

Looking to build its brand in the competitive wireless arena, Qualcomm broke its first Super Bowl advertising this year, and received additional national play by owning the naming rights to the San Diego stadium where the game was played.

The dGWB-created Super Bowl TV spot, shot in b&w, shows a man waking up in a hotel room with a Qualcomm phone in his hand. He stumbles out onto the balcony and raises his hands, still clutching the phone, while the crowd below cheers wildly. Over his shoulder, on the next balcony, a political leader is speaking and gesturing to the crowd.


The review is not connected to that or any other ad execution, said Mary Bianchetti, Qualcomm senior marketing manager.

"We are pleased with dGWB's performance; but because of the growth of our business, we feel we need to see what else is out there," she said.

"We're growing as a business tremendously. We're not a small account anymore."

A consultant will not be used, Ms. Bianchetti said. A decision is to be made in early June.


Qualcomm has upped its ad spending significantly, from about $3 million in 1996 to $13 million in measured media through the first 11 months of 1997, according to Competitive Media Reporting.

The brand competes with Motorola, Ericsson and Nokia.

Copyright March 1998, Crain Communications Inc.

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