Hasta La Creative!

Last year, smartphone maker BlackBerry launched a rebranding effort to turn around its stumbling brand and recapture b-to-b market share.

In a joint presentation last week at BMA15, Mark Wilson, senior VP-marketing at BlackBerry, and Christoph Becker, CEO and chief creative officer at Gyro, BlackBerry’s agency, presented a case study on the rebranding effort and the challenges they faced.

“When I joined the company 18 months ago, we were focused on b-to-c and we were losing about $1.2 billion a quarter, which is not really a sustainable strategy,” Mr. Wilson said during the presentation. “We’ve had a dramatic shift in our strategy over the last 18 months.”

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