GLOBAL – UNITED STATES, FEBRUARY 4, 2013 – 14-time Grammy Award winning performer Alicia Keys has jumped aboard the newly-rebranded BlackBerry (from its less popular corporate name Research in Motion) as its new global creative director.
Keys was introduced by BlackBerry president and CEO Thorsten Heins
during the launch of the RIM Blackberry 10 device in New York. As an official member of the creative team, Keys will be hands on in creating ideas for the BlackBerry platform, working closely with app designers and developers.
She related that she had a "long-term relationship" with BlackBerry years ago but has since tried out other phone brands. “I always missed the way you organized my life and the way you were there for me at my job. So I started to have two phones, I was playing the field. But then you called and you said you were working it out. And now, we are exclusively dating again."
Revealed at the launch was BlackBerry’s ‘Keep Moving’ Project, which hints on users as doers, achievers and people of action, and their BlackBerry devise as the tool to organize their on-the-go lifestyle.
Budgeted at an estimate of more than $200 million, BlackBerry is employing six agencies, including its first ever Super Bowl commercial.
