leave post of global creative director of the company after a year of partnership
Bruna Molina | ‘
January 3, 2014 • 12:53
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the star Alicia Keys Keep Moving Project, the BlackBerry Credit: Playback
BlackBerry and Alicia Keys announced the end of the partnership in January 2013. The artist has resigned global creative director smartphone maker later this month. Responsible for hiring Alicia, Thorsten Heins, also resigned as president of the company in November.
The announcement of the agreement between the singer and a Canadian company, in January 2013, was part of the launch of BB10 operating system – then the great hope of the brand to regain lost ground in the market. The strategy has not worked. Last month, the BlackBerry has announced a loss of $ 4.4 billion for the third quarter of 2013, with a low of 6.2% in value of its shares.
Over a year, Alicia starred in the series of campaigns titled “Keep Moving Project” (project continues forward in literal translation). But the relationship has begun troubled. Shortly after joining the company, Alicia used an iPhone, the Apple competitor, to post on his Twitter profile. The gaffe quickly caused stir on social networks.
Alicia was one of the emblematic cases of celebrities who have taken positions at major technology companies. In October last year, Lenovo announced the actor Ashton Kutcher as a product engineer. Have rapper Will.i.am is creative director at Intel.
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