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

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage