UPDATED: Qualcomm Hires Agency for Image Push

New assignment comes after a pitch

Qualcomm has turned to DDB to develop corporate image advertising.

The San Francisco office of DDB landed the assignment after a pitch in which Ogilvy & Mather was the other finalist, according to sources. Account revenue is estimated at $2 million.

The assignment encompasses both traditional and digital efforts.

The hire comes five months after Qualcomm hired a new chief marketing officer—Anand Chandrasekher, a former general manager at Intel—and as the company looks to raise its brand profile.

Past ads from the chip maker for mobile phones have focused on individual products. So, from that perspective, DDB’s assignment is new.

The Los Angeles office of Ogilvy has created the product-specific ads for Qualcomm, such as a TV spot for the Snapdragon processor, and will continue to do so, a source said.

Past media spending on the brand has fluctuated significantly—from nearly $20 million in 2010 to less than $2 million in 2011, according to Nielsen. Total spending for the first nine months of 2012 was less than $1 million. Those figures don’t include online spending.

DDB referred calls to the San Diego-based Qualcomm, which confirmed the hire and that Ogilvy remained on the creative roster. A Qualcomm representative declined further comment.