BlackBerry group poised for £4m review

BlackBerry communication device manufacturer Research in Motion is thought to be talking to advertising agencies with a view to consolidating its pan-European creative business, worth an estimated &£4m.

The Canada-based company is not thought to have a single retained agency on its roster, but divides its work among several agencies on a regional and partnership basis.

Media planning and buying is also split between several different agencies, although that arrangement is not thought to be up for review.

The review comes after Research In Motion hired the former global marketing director of mobile phone manufacturer Sendo, Kevin Lawless, as marketing director for its enterprise business unit (MW June 16).

Sendo has since become a takeover target for rival phone maker Motorola.

RIM’s BlackBerry has become a major player in the PDA market in recent years . The ease of use and addictive nature of the device has led to it being dubbed ‘crackberry’.

The BlackBerry has secured its status without significant advertising and has instead relied on word of mouth, PR and experiential marketing.

RIM has not confirmed that the review is taking place but says that it is always looking at new options.

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