AMV BBDO pitched alongside 72andSunny, a BlackBerry roster agency and Fallon Minneapolis and Publicis New York. BlackBerry parted ways with previous incumbent Leo Burnett Chicago in November last year.
72andSunny will handle the account in North America. AMV BBDO will work from London as the lead agency on all other international markets, which will be serviced, where needed, by BBDO network agencies.
BlackBerry's most recent advertising activity, created by Leo Burnett and using the line "Love what you do", attempted to associate the brand with "innovators" such as a DJ and music producer as it looked to build on its reputation as the favoured handset for the business community.
Global sales of BlackBerry handsets hit a record 14.2 million in the third quarter last year as Canada-based RIM also recorded record profits.