consumer trust. As such, the Newsroom aims to deliver information its audience needs, not just content to promote the brand. In this way, Ogilvy helpd IBM join the conversation – not preach from the pulpit. In 2012, Qualcomm microchips dominated their market, powering two thirds of smartphones. But the brand was not well known among consumers. Our agency was given a brief that paralleled the famous “Intel Inside” program of the 1990s – familiarize consumers with the underlying technology and establish a powerful ingredient brand. This time it was smartphones rather than PCs, and we called our solution Spark. Powered by a hub on the Qualcomm website, we re-imagined the future of communication and technology with stories of inventors changing the world. We hired industry veterans from USA Today and PC Magazine to steer an editorial team, who developed branded content. It all seemed to spark a lot of interest. Qualcomm dominates the OEM (Original Equipment Manufacturer) market, powering about two-thirds of all smartphones, but the consumer side had been a low priority for them. Their task was to familiarize consumers with the underlying technology and establish Qualcomm as a powerful ingredient brand. Spark was the result. By hiring industry veterans from USA Today and PC Magazine to steer a team of editorial staff, developing branded content on sites such