BlackBerry consolidated its $10 million global PR account in April 2013, shifting the bulk of the work from about 30 agency partners to a joint APCO and Text 100 team, according to Provoke. In December 2014, less than two years later, it began reviewing PR duties in key markets and moved away from a single agency of record.
What did BlackBerry change in its PR in 2013?
BlackBerry moved most of its global PR work to a joint APCO and Text 100 team, Provoke reported on April 28, 2013. The company had worked with about 30 agency partners worldwide, including Brodeur in North America, Lewis PR in Asia-Pacific, IMS in Latin America, Good Relations and Frank PR in the UK, Hill + Knowlton Strategies in EMEA and Edelman.
BlackBerry senior vice president Heidi Davidson confirmed the decision. Provoke reported it was understood that APCO would oversee corporate communications and Text 100 would lead technology PR, and that the two agencies had pitched together, which it called highly unusual. Social media and digital work, previously with Edelman, was thought to have moved to Omnicom Group, though Provoke did not confirm that.
O'Dwyer's reported on September 24, 2013 that BlackBerry had begun a global agency review in November 2012 to consolidate its roster in a bid to save money. PRWeek reported in November 2013 that APCO Worldwide and Text 100 were still working the account after new CEO John Chen replaced several senior executives.
What happened to the agencies BlackBerry dropped?
At least one agency disputed its exit. O'Dwyer's reported that Brodeur Partners, a 16-year BlackBerry client, sued in federal court in September 2013 alleging $700,000 in unpaid fees for work on the BlackBerry 10 launch. The suit said BlackBerry ended the relationship in an April 25 letter, with the contract ending June 30, 2013.
BlackBerry said the claims were without merit and that it pays legitimate invoices. O'Dwyer's reported on January 28, 2014 that the parties had settled and signed a dismissal in federal court on January 24, 2014. Terms were not disclosed in the sources reviewed, and these were allegations that were never decided by a court.
Did BlackBerry's PR consolidation last?
It lasted less than two years in its original form. Provoke reported on December 10, 2014 that BlackBerry was reviewing PR duties for numerous key markets, less than two years after consolidating the $10 million assignment with APCO and Text 100. APCO and Text 100 would not defend the markets under review, but would continue in others including the Middle East, Germany, Malaysia and India.
Davidson said BlackBerry was moving away from its agency of record model to let communications teams work with local agencies. Provoke also reported that BlackBerry had stabilized in 2014 under CEO John Chen, and had moved its advertising account from BBDO to Gyro.
How was BlackBerry's own communications team performing?
BlackBerry's internal communications team won recognition in 2013. The Ragan PR Daily Awards named it co-winner of Best Traditional Campaign for its BlackBerry 10 launch work. The write-up reported that 750 journalists attended demos in six countries in January 2013, producing 16,000 articles, and that the BlackBerry Jam World Tour reached 10,000 developers, analysts and journalists across 44 locations. The write-up appears to rely on the company's own figures, which this page did not check.
The same write-up listed 5,000 job cuts at the company. That sets the context for the cost-saving agency review: a smaller company paying for a leaner communications operation.
What does this site's working view say about consolidation?
This site's working view is that agency consolidation can save money and simplify management, but cannot by itself repair a brand whose problem lies in its products. BlackBerry's own team won an industry award for launch work in early 2013, and the company still faced a going-private deal and executive turnover later that year, which suggests communications execution was not the limiting factor. This is analysis. None of the sources reviewed assesses BlackBerry's brand narrative.
What did this page argue in 2013?
The April 2013 version argued that BlackBerry was in a very bad place and that consolidating its PR agencies would not improve the product, despite a $10 million budget. The sourced record supports the budget figure and the consolidation itself, per Provoke. The product argument is the site's opinion.
The June 2026 rewrite added claims that BlackBerry served three audiences without one narrative, that $3 million against one narrative beats $10 million against three, and that one agency producing 36 pieces a year beats three producing twelve. None was sourced here, so all were removed. The page also lost a promotional link to a 5W practice page, a reference to a "Capitol contract" that no source confirmed and a broken closing link.
Where does this case sit on this site?
This 2013 case pairs with the longer BlackBerry crisis communications case study and belongs to the crisis communications hub. Related reading includes the crisis case studies library, the crisis communications foundation guide and the media relations guide.
Frequently asked questions about BlackBerry's PR agencies
How much was BlackBerry's global PR account worth?
Provoke reported on April 28, 2013 that BlackBerry's global PR account was worth $10 million.
Which agencies won BlackBerry's PR account in 2013?
A joint APCO and Text 100 team won the bulk of the global work, according to Provoke.
Why did BlackBerry consolidate its PR agencies?
O'Dwyer's reported the November 2012 review was meant to consolidate the roster to save money.
Did BlackBerry keep one global PR agency?
No. In December 2014 BlackBerry said it was moving away from a single agency of record toward local agencies.
Originally published April 30, 2013. Updated October 2026. Drafted with AI assistance. Not verified: the Omnicom digital consolidation (reported only as "thought to"), the Ragan figures (company-reported) and the terms of the Brodeur settlement. Removed as unsourced: the three-audience narrative claim, the $3 million versus $10 million comparison, the 36-piece claim, the "Capitol contract" reference and the promotional links.