Profile vs. contact notification, which takes precedence?

Hi guys, I have a question. I set my phone on 'Phone Only'; I set so that my bbm will have no sound, no vibration, but the LED will still blink. If i set a customisation for a contact, i.e. bbm message from them will have sound and/or vibrate, will it take precedence over the profile notification? My understanding was yes it will, but when i try, it doesn't behave that way. Could someone explain to me about that? I'm using Passport and Z10 OS 10.3.0.908.

Thanks in advacce.