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

Your Marketing newsletters are changing

The Marketing Morning Filter is ending, but other newsletters are set to return

The List: North Strategic’s very big year

Prior to being picked up by MSLGroup, the PR shop brought in 15 new client wins

The biggest stories in Canadian marketing: 2016

A look back at the most read and shared news items from MarketingMag.ca

Media Profile teams with global PR group

PRGN welcomes Toronto agency as first Canadian partner

Stereo+ unveils brand overhaul from Lg2boutique

How to to introduce a 35-year-old chain to younger shoppers

The List: Wattpad’s evolving influence

The first of our selections for the biggest newsmakers of 2016

Sears Canada takes a gamble on groceries

Losses more than double in Q3 report, but food markets set to arrive

Big opportunities await in the new age of CSR (column)

Overwhelmed consumers want to outsource their consciences, but it requires deep trust

Mintel predicts packaging trends for 2017

Research firm says intelligent, experiential packaging will lead consumer experiences