Like other major brands, Qualcomm has set out in the last 18 months to reach consumers through so-called content marketing (or "brand journalism," if you will). The semiconductors/telecom marketer has aimed to achieve the kind of consumer love that fellow business-to-business brands Intel and General Electric enjoy.
Liya Sharif, senior director of global marketing of Qualcomm, worked to get funding for the program and then hired editorial vets from the USA Today and PC Magazine to help lead a team of regular content staffers in a mobile-minded initiative dubbed Qualcomm Spark.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in