BlackBerry brand seeks media shop

BlackBerry, the remote e-mail device favoured by business managers around the world, is looking for a media agency to handle its £4 million planning and buying account.

Research In Motion, the technology company that produces the BlackBerry, has shortlisted four agencies to pitch for its business through the AAR.

The appointed agency will handle media both in the UK and overseas. The first task is expected to be planning and buying for the launch of a new BlackBerry product late this year.

RIM's search for a media agency follows the appointment of Leagas Delaney to handle advertising for the BlackBerry. Previously, RIM has used PR, word of mouth and mobile phone promotions to drive sales of the BlackBerry, which now has 3.1 million UK users.

Sources suggest that RIM is keen to widen the BlackBerry's appeal beyond senior business managers.