Not too long ago, we were wondering what exactly happened to the whole BlackBerry/Alicia Keys relationship. After a big splashy announcement that she would be serving as global creative director, it seemed like Keys kind of disappeared.
Not true, said Frank Boulben, BlackBerry’s chief marketing officer. “Ms. Keys has sat in on five marketing meetings with the company, even presenting her own PowerPoint slides at one, he said. She is also expected to give a presentation at the company’s upcoming BlackBerry Live event,” reports Ad Age. Boulben spoke yesterday at the Ad Age Digital Conference. Ad Age says that bringing Keys’ input into the company’s marketing is a way for the company to appear both professional and “cool.”
Business Insider notes that these celebrity partnerships are usually just for show. “But a ‘global creative director’ actually contributing their own input to a brand’s marketing strategy is relatively unheard of. Brand ambassadors usually get by just flashing a logo every now and then — Keys’ PowerPoint presentation takes the role to a new level,” they say.
Of course the big question is whether Keys’ contribution is valuable. Sales will tell.