ORLANDO, Fla. -- When Frank Boulben joined BlackBerry a year ago as its chief marketing officer, he found a company whose reputation with the public was in shambles.
To make matters worse, its marketing strategy was in complete disarray. Each country or region had their own version of a BlackBerry campaign, complete with different agencies and creative processes. Even within the same region, campaigns would change from quarter to quarter with little lasting effect.
"There were a lot of broken pieces," Boulben recalled during his keynote presentation at the company's BlackBerry Live conference on Tuesday.
Getting BlackBerry'… Read more