No more Alicia Keys creative direction for BlackBerry

BlackBerry is parting ways with singer Alicia Keys, after a year-long collaboration with the smartphone maker. The Waterloo, Ont.-based company says Keys will be leaving her role as its global creative director on Jan. 30. Her involvement with the company drew criticism from some outsiders who said, despite the decidedly corporate title, Keys was little […]

BlackBerry is parting ways with singer Alicia Keys, after a year-long collaboration with the smartphone maker.

The Waterloo, Ont.-based company says Keys will be leaving her role as its global creative director on Jan. 30.

Her involvement with the company drew criticism from some outsiders who said, despite the decidedly corporate title, Keys was little more than a celebrity who was brought in to help promote its BlackBerry 10 smartphones.

BlackBerry has insisted that Keys had a more direct involvement in its operations, highlighting her work on a four-year scholarship program that encouraged young women to enter specific science and technology fields.

The company brought Keys onto the team last January at the splashy New York launch of its BlackBerry 10 smartphone line, which was supposed to mark a new beginning for the well-known brand.

She appeared at numerous corporate events throughout the year and in some promotional material.

“We have enjoyed the opportunity to work with such an incredibly talented and passionate individual,” the company said in an emailed statement.

Brands Articles

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused

Telus helps Canadians give back to their communities

Survey shows half of Telus' customers stay with it due to its community involvement

KFC Canada tests beer at two Toronto locations

Starting this fall, the quick-serve restaurant will serve domestic and imported beer