"The CXO team is one of those rare groups that can readily connect what’s going on around us with our strategic communication efforts."

Hector Ruiz, Former President and CEO

Advanced Micro Devices (AMD) retained CXO Communication to help the company escape the long shadow of Intel and to carve out a relevant and differentiated position in the marketplace. We recommended that AMD position itself based on its customer-centered business model and its technological innovation–both widely acknowledged within the industry–and not on the traditional category metrics that their chief competitor forced on the market.

The “handle” for AMD’s positioning, “Customer-Centric Innovation,” became the foundation for our work with the company over the next three years, which included helping with the groundbreaking launch of their x86-64 Athlon and Opteron processors, the CEO transition between Jerry Sanders and Hector Ruiz and the unveiling of AMD’s 50x15 initiative at the World Economic Forum.