10954: BlackBerry Calls Alicia Keys.

The Hollywood Reporter reported Alicia Keys dumped her iPhone to hook up with BlackBerry as its Global Creative Director—joining other notable recording-artists-turned-creative-directors including Sean Combs, Jay-Z and Will.i.am. Is it possible for a Black person to land a CD role without first winning a GRAMMY?

Canada’s RIM Unveils BlackBerry 10 and Alicia Keys as Global Creative Director

By Etan Vlessing

The pop sensation appeared on stage in New York City with Research in Motion CEO Thorstein Heins to unveil the new smartphone competitor to the iPhone and Google's Android software.

TORONTO – Canadians on Wednesday watched intently from the sidelines as Research In Motion CEO Thorsten Heins unveiled the homegrown do-or-die smartphone maker’s BlackBerry 10.

Canadian cable news channels switched to Heins and celebrity guest Alicia Keys — named as RIM’s new global creative director — unveiling the new BlackBerry smartphone and operating system during a glitzy New York City press event.

“Now we’re exclusively dating again, and I’m very happy,” Keys told the event after explaining why she briefly broke up with BlackBerry to date rival phones with “more bling.”

RIM will be hoping other creative types will follow.

Aiming to mirror the toy appeal of the rival Samsung and iPhone devices, the Canadian-based smartphone maker has signed a number of content partnership deals to enable video downloads and rentals of TV shows and audio on the much-delayed BlackBerry 10 platform.

To face down competition from Google’s Android software, RIM signed supply deals with ABC Studios, BBC Worldwide and CBS Corp., and Universal Music Group and Warner Music Group on the music side.

Other artists backing the BlackBerry 10 product include Doctor Who writer Neil Gaiman, who told the RIM presser via a pre-taped video that he will use the new smartphone to connect people around the world and “to tell some amazing stories and make fantastic art.”

8368: There Is No Black In BlackBerry.

Advertising Age reported the global creative account for BlackBerry went to White advertising agencies—72andSunny and BBDO. It appears no minority shops competed in the pitch. Looking forward to more commercials featuring barbershop imagery.

BlackBerry Moves Global Creative to 72andSunny, BBDO

Smartphone Maker’s Review of $200 Million-Plus Account Didn’t Include Former Agency Leo Burnett

By Laurel Wentz

NEW YORK -- BlackBerry parent Research in Motion named 72andSunny and BBDO Worldwide to handle the brand’s worldwide creative account after a review. Omnicom Group’s London-based AMV BBDO, working with other BBDO offices, will be the lead agency for all markets outside the U.S.

72andSunny, which was acquired by MDC in December 2010 and is based in Los Angeles, has worked with RIM on other projects recently and will take responsibility for North America. The U.S. business alone is worth about $200 million.

RIM parted company with Publicis Groupe’s Leo Burnett in November 2010 and the smartphone maker reached out to other creative agencies, including Leo Burnett’s Publicis sibling, Fallon. The loss is a blow to Leo Burnett, although the agency said at the time that it is growing its relationship with client Samsung.

The review did not include media, which remains at Starcom.

BlackBerry still leads in U.S. smartphone market share, but Apple’s iPhone and Google’s Android are both gaining ground. Most of the growth for BlackBerry devices now comes from outside the U.S., and the smartphone has a 15% global market share, ahead of Apple and Samsung Electronics, which uses Google’s Android technology.

In addition to increased competition, BlackBerry faces security concerns by some governments over the smartphone’s secure email. Last year, a number of countries including India, the United Arab Emirates and Saudi Arabia threatened to ban BlackBerry services.

In December, RIM reported a 40% increase in sales for the third quarter to 14.2 million BlackBerry smartphones.

8187: HumanKindness In Action.

In their new book, HumanKind, Leo Burnett honchos Tom Bernardin and Mark Tutssel presented the agency’s formula for success: People, Purpose, Participation and Populism. The publisher’s hype declared, “Ultimately, it’s people—not advertising agencies—who create great ‘people’s brands.’ Brands like McDonald’s, Coke, Nintendo, Fiat, Kellogg’s, and Blackberry.” OK, except Advertising Age just reported that Blackberry is going into review, and Leo Burnett is bowing out. “We have decided not to participate in Blackberry’s U.S. creative review, as we are instead moving forward with and growing our Samsung client partnership,” stated Leo Burnett representatives. Guess Blackberry wasn’t feeling the HumanKindness.

This excerpt from Ad Age is particularly interesting:

At Ad Age’s Digital Conference in April, RIM Marketing VP Brian Wallace made no apologies about being a demanding client for agencies. Unlike many marketers, the phone maker delivers a single brief to all agencies—PR, social, digital, creative, media, etc.—simultaneously, and challenges them to come up with a solution together. Additionally, agencies are compensated on how well they collaborate with one another.

Let’s see. People. Purpose. Participation. Populism. Add Pfft.

P.S. Check out the HumanKind scoop at AdPulp.