BlackBerry wants to resurrect itself as a business brand. And it has tapped a top marketing agency to lead the charge.
According to Mark Bergen of Adage Age (www.adage.com), following a pitch, BlackBerry selected gyro as its global agency of record to promote BlackBerry Passport, its first new handset under CEO John Chen. The agency will also be responsible for communicating the company’s new focus on enterprise software and services.
BlackBerry previously worked with BBDO New York and London. Watchdogs and analysts criticized BlackBerry for its weak marketing campaign in the wake of the BlackBerry 10 OS launch which was to re-invigorate the brand and propel the company back into the forefront of mobile technology.
Gyro was picked for its flexibility and international scope, said Robert Glen, senior director of global brand marketing at BlackBerry. Gyro, which has run campaigns for HP and SAP, will spread its BlackBerry work across six offices spanning the globe. On Wednesday, the agency announced plans to acquire its French competitor Ailleurs Exactement.
“The No. 1 objective is making BlackBerry synonymous with work,” – Mark Wilson, the senior VP-marketing, who began in January, told Ad Age in July.
Christoph Becker, CEO of gyro, called his task of re-launching the brand “any advertiser’s dream.” The campaign, dubbed “Work Wide,” leans on the Passport’s broad screen — built for business functions like reading email and spreadsheets — and the declaration the device is more secure than other smartphones. “If you’re not doing serious business, then you can take any other phone,” Mr. Becker said.
Still, Mr. Becker noted the pitch isn’t aimed at replacing consumer’s smartphones; they can still have an iPhone for play and a BlackBerry for work. That keeps the company out of the pitched battle in the category between Apple, Samsung and leaner competitors. “That war is not on their doorstep,” Mr. Becker said.