CMO Don McGuire shares an exciting first for Qualcomm's Snapdragon product

Don McGuire, the SVP and CMO at Qualcomm, talks about its tech products and how its leaning into top-level advertising.

Transcript

00:00Marketing is a little bit of art, a little bit of science, a lot of intuition.

00:09Snapdragon basically is a platform, a technology platform, a chip, so to speak, if you're putting

00:15it in layman's terms. And this little tiny chip sits in a multitude of devices that you use every

00:21day in your life, from PCs to phones, from watches to earbuds, to glasses to your car.

00:27Snapdragon is really what makes the magic happen inside of those devices. You wouldn't be able to

00:32take amazing pictures or listen to music in the way it was meant to be, right, or be a creator or

00:39be more productive to the speed and the performance, unless Snapdragon really was driving those

00:46experiences inside your device. So that's basically what Snapdragon is. So in addition to the launch of

00:50Front of Shirt with Manchester United, we actually have explored the full marketing mix, really to

00:56kind of drive the KPIs that we needed to drive. We've moved into the PC space with our platform.

01:02That's a very tough market. So we've applied a very nonlinear but full funnel approach to marketing

01:09Snapdragon in the context of PC around the world. So we've leaned more into sort of ATL or top level

01:16advertising for the first time. Linear TV, CTV, etc. Big out of home executions in Piccadilly and in

01:23Berlin and in New York City, etc. So that's an addition to the marketing mix that we hadn't really

01:28done before. And then as well as we've really focused on continuing to build our community of

01:33Snapdragon Insiders. And we are approaching 20 million Snapdragon Insiders around the world.

01:38And that's really a rabid fan base who actually helps us tell our story.

01:42So with the launch of the Front of Kit and the Eric Cantona film and all the other investment we've made

01:46into moving into categories with the brand such as PC, we're really excited to see just a few weeks ago

01:53when I got the email from Kantar announcing that Snapdragon for the first time has shown up on the

02:00Kantar Global 100 brand Z list coming in at number 38. Just a credit to all the work that we've done over the past year

02:07to bring us along on this journey of making Snapdragon a relevant, preferred, and a brand built in culture

02:15and really, really resonant with our fans and with our customers.

02:20And working with Eric was amazing. At first, he seems a little kind of gruff, but he's a sweetheart.

02:25And he's so emotional. You know, he's a poet, he's an actor. And so he's moved on from football

02:33in so many different ways and explored his creative side. He made a comment during our speakership

02:39last year in Cannes. There were a bunch of people in the audience with sunglasses on

02:43because obviously it was very sunny and very warm. And he asked them to take their sunglasses off

02:47so he could look into their eyes.