BlackBerry launches reassurance ads

BlackBerry has taken out ads across a number of national newspapers this morning reassuring consumers, shareholders and prospective new owners they can “continue to count on” the struggling smartphone maker despite speculation it may not have a consumer-facing future following its forthcoming sale. 

BlackBerry press ad

The ad’s copy (see full version below) acknowledges the recent “dramatic headlines” about the company and states: “these are no doubt challenging times for us and we don’t underestimate the situation or ignore the challenges”.

In spite of those challenges, the ad explains the company has “substantial cash”, a “debt free” balance sheet and is restructuring with a goal to cut its expenses by 50 per cent.

BlackBerry goes on to insist it has the “best in class” productivity tools, security, enterprise mobile management and mobile social network in BBM.

It notes the competition in the market in Android and iPhone by saying: “Yes, there is a lot of competition out there and we know that BlackBerry is not for everyone. That’s OK. You have always known that BlackBerry is different, that BlackBerry can set you apart.”

The ad has been taken out days after research firm Gartner advised BlackBerry business customers to switch to alternative software and hardware given its recent challenges and dramatic drop in market share since its peak late last decade.

BlackBerry made a net loss of $965m (£600m) in the second quarter and has now agreed in principle a $4.7bn sale to Fairfax Financial – although it is reported there are other bidders interested in taking on the company, including its co-founders Mike Lazaridis and Douglas Fregin,

Last month at a media event to showcase its Z30 smartphone, BlackBerry UK insisted it remained focused on the consumer market, despite prospective owner Fairfax saying earlier the company’s future was rooted in providing “secure enterprise solutions”. 

BlackBerry press ad


Guardian newspaper

Marketing pushes Guardian ahead of the pack

Lara O'Reilly

The multi-million pound marketing campaigns launched by The Sun, Daily Mirror and The Guardian had mixed returns last month, with only the latter newspaper and its sister title The Observer marking a circulation bump in September.

jonny bacon

Faith in government data is slipping

Josie Allchin

One of the less noticed effects of the US shutdown has been the major disruption it has caused to government data collection. Since the shutdown came into effect on 1 October, the Bureau of Labor Statistics has stopped collecting price data and has also ceased its review of last month’s data. According to Forbes, it is very possible that the federal agency will not produce a consumer price index for October, resulting in a gaping hole in the country’s economic records that will hinder the decision making ability of politicians and businesses.


Diageo reports flat European sales

Seb Joseph

The importance of Diageo’s current marketing campaigns for Smirnoff and Guinness alongside the upcoming media drive for its top brands across Western Europe have been laid bare after the drinks maker reported flat sales for the region in its latest quarter.


    Leave a comment