MUMBAI: Menswear fashion brand Blackberrys has assigned its digital mandate to FoxyMoron after a multi-agency pitch. The account will be managed from the agency's north office.

As per the mandate, FoxyMoron will be managing the digital creative, media, search engine optimisation as well as website maintenance and development duties. This entails strengthening the brand’s digital presence by showcasing their dynamic apparels and building a distinct brand personality.

Blackberrys vice president brand experience Ramesh Kaushik says, “As a brand we stand committed to our consumers, and hence need partners who are common to us in this cause. With a strong belief in good, relevant and useful content, our digital strategy is to break away from one-way disruption and engage consumers in co-created platforms. Just like Blackberrys wardrobe solutions, the heart of our digital strategy is in being ahead of times yet relevant, engaging our consumers in their journey towards success.”

FoxyMoron to us is a right fit since they have established credibility in the industry with their disruptive and differentiated approach, and have in depth knowledge of digital ecosystem. Given our clear focus on content and a two-way engagement, we are confident of FoxyMoron’s high-level understanding of Indian consumer, their tastes and preferences. They are aware of what our business needs with change in focus, scope and what is best in terms of engagement, measurements and sustainable approach," he adds.

FoxyMoron creative director of north Gokul Pillai mentions, “Knowing that they are in the business of making men look good, it is going to be interesting working on this brand! We not only look forward to building the brand, but have strong vision and values to back the motive. We are determined to align our expertise to steer the brand towards its goals.”

FoxyMoron business head of north Prachi Bali adds, “To be their partners at a time when the brand is redefining itself and to be able to disseminate this message to an ever-changing digital audience is a job which requires a great deal of agile thinking and trust. We're excited about the possibilities for the brand when it comes to chalking out a holistic strategy in terms of digital creative, media, technology, web and search.”