Qualcomm Names Contenders In $20 Mil. Agency Review

Wireless phone marketer Qualcomm has named contenders in the review for all duties on its estimated $20 million ad account.
In addition to the incumbent, DGWB in Irvine, Calif., the other agencies are: Fallon McElligott, Minneapolis; TBWA Chiat/Day, Venice, Calif; Hal Riney & Partners and Leagas Delaney, both San Francisco; Wieden & Kennedy, Portland, Ore.; and BBDO West, Los Angeles, according to Mary Bianchetti, the San Diego-based company’s senior marketing manager, consumer products.
DGWB will not take part in the review since the client is familiar with its capabilities. Instead, the shop will concentrate on campaign recommendations for 1999. “We need to take care of [Qualcomm’s] day-to-day business, and we’re proud of the work we’ve done,” said agency president Mike Weisman.
That work includes a Super Bowl TV spot in which a man using a Qualcomm phone in a foreign hotel wrongly believes cheering from a crowd below his room is for him. In fact, it is for a politician on the next balcony. “A revolution in technology” is the tagline.
“[DGWB’s previous work] met the goals we had for the marketing program at the time, [but] our business is growing tremendously and we need to see what other options are out there,” said Bianchetti.
The client will conduct chemistry checks in April and then assign a creative project. A winner is expected to be announced in early June.
Qualcomm reported 1997 revenue at just over $2 billion, up 157.6 percent from 1996.