The agency scooped the work after initially pitching for RIM's regional business earlier this year, eventually won by Text100. Eastwest joins sister Brodeur agencies Euan Barty Associates and Brodeur Worldwide, which also handle RIM in Asia and globally. According to Eastwest PR associate director Sonya Madeira, the agency aims to grow Blackberry's profile in the city, by communicating its competitive benefits and debunking the tech jargon.
"We understand how important it is to answer email as soon as possible, but also get a little more work/life balance by leaving the office and still remaining connected," said Madeira. "Blackberry's positioning has always been 'push-based', where you don't have to connect every time you want to check your email."
RIM launched the Blackberry in Singapore in May 2003, with subscribers now exceeding three million worldwide. In Singapore, increasing competition can be expected from high-speed 3G enabled mobile phones along with 2.5G devices such as Nokia's Communicator.
