Alicia Keys is no more BlackBerry Creative Director. Question is not why she leaves but why she was hired.

CTVnews reports that after an year as Creative director Alicia Keys leaves BlackBerry.

picture from http://diarioti.com/alicia-keys-se-une-a-blackberry-como-directora-creativa-global/60897

The world class singer and song writer is for sure a star and a good player in music world but I could say without opposition that probably will not remembered for her work in BlackBerry and I have some doubt that was a regular daily work…but someone remembers her more as an Apple fan.

I don’t know if the former CEO Thorsten Heins will make a “mea culpa” on this fact, and he’s not the only one top manager with this brilliant idea, but I hope that also other Companies no more will use such marketing approach without effective benefits that in some way could be also considered a lack of respect to the several fired workers by BlackBerry.

Really some sites already argued against the trend to hire star people as “Creative Directors” are well said by the Verge already in January 2013 stating also that signing a celebrity as “creative director” is rarely a good sign but at that time the Verge post was a shout in the desert.