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RIM Rethinks Global PR Amid Brand Struggles
Aarti Shah
Holmes Report
COO & Senior Editor

RIM Rethinks Global PR Amid Brand Struggles

RIM is currently amid a multimillion dollar consolidation of its global PR agencies as it attempts to revive its Blackberry brand.

Aarti Shah

WATERLOO, ONTARIO — Blackberry manufacturer Research in Motion (RIM) has shortlisted a number of agencies as part of a multimillion dollar global review to consolidate its PR, including its social media and digital business.

Fees are estimated to be in the $10 million range. Nick Manning, global corporate communications manager at RIM, confirmed the RFP was part of ongoing efforts to “save more than $1 billion in operating expenses and establish greater efficiencies.” A decision is expected before March. 

RIM currently works with approximately 30 agency partners worldwide, including Edelman, Lewis PR in Asia-Pac, IMS in Latin America, Good Relations in EMEA, Frank PR in the UK and Brodeur Partners. Edelman currently handles much of RIM’s global digital and social media business. 

RIM is planning to launch the firm’s next-generation BlackBerry 10 platform on Jan. 30 to help revive its sagging market position in the face of competition from iOS and Android. The company’s Q3 revenues, released in late December, were down 5 percent from the previous quarter -- and a nearly 50 percent dip from the same quarter of fiscal 2012.   

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