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

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

Manulife adds Glenn Hollis as Canadian CMO

Exec comes with experience from Tim Hortons and a long agency background

How Molson Canadian regained its cult status

6 steps to reclaiming the brand pride inspired by 'The Rant'

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year

Marketer of the Year 2015: Shomi

A great brand and a strong product put this SVOD upstart on the map

Nicoderm returns to TV with spaced-out campaign

Tribal DDB campaign harkens back to 'irritable stewardess'

Edelman Trust Barometer tracks sunny Trudeau effect

Trust in institutions and business has improved, but beware the perception gap

Strategic Objectives lands DuBreton’s English account

Organic pork producer launches content series with help from Toronto PR shop

The Knot Group’s NYC office wins Brookfield account

Arts Brookfield's free culture fest expands account across the border