From Pepsi to Qualcomm. Bringing The CPG Playbook To Tech.
Seema Keswani, Senior Director at Qualcomm & Katie Schnepf, Managing Director at WPP Media
Seema spent 11 years at Pepsi before bringing the consumer marketing playbook to Qualcomm, where she’s spent 15 years turning a behind-the-scenes technology company into a brand people actually feel something about. She and agency partner Katie break down what it really takes to build emotional connection in a category defined by specs.
The Best Kept Secret in Tech: Qualcomm powered the smartphone revolution for decades without taking credit for it. Seema’s job was to change that. 📱
Eating Chips Meet Tech Chips: Seema came from Pepsi knowing everything about consumers and nothing about semiconductors. The consumer marketing foundation did the rest. 🤝
Emotion Beats Function Every Time: Manchester United. Mercedes Formula One. Qualcomm shows up where its audience already is, because passion points beat spec sheets every time. 🏆
Trust Is the Whole Agency Relationship: Less than a year in, it already feels like much longer. Transparency, feedback, and trust that goes both ways. That’s the formula. 🤝
Bloom Where You’re Planted: The best line from this conversation came from a podcast Seema heard recently. It’s the kind of advice that sticks. 🌸