BlackBerry is a changing company and one of the things it has always been criticised for is poor marketing and PR. In order to improve this, BlackBerry is moving away from its current global AOR model to give its communications teams the opportunity to work with local agencies.
BlackBerry’s VP of corporate comms Adam Emery told PRWeek,
“APCO and Text100 will continue to serve us in several markets around the globe,” he added. ”
[The firms] played and will continue to play an important role in our continuing comeback.”
Emery could not provide further details about how the firms’ PR duties will change.
BlackBerry has issued an RFP in markets outside of the ones APCO and Text 100 are working in, with the goal of having other firms on board by the beginning of the company’s new fiscal year in March 2015, according to Emery.
Text100 and APCO have since been “aiding” BlackBerry’s efforts to revive its brand. Sources at both APCO and Text 100 were not immediately available to comment about BlackBerry’s new move.
Also in October, BlackBerry switched its advertising account from BBDO to Gyro.‎[signoff predefined=”Enjoy this?” icon=”icon-users”][/signoff]
