LONDON: Nintendo UK has handed its £250K consumer and corporate PR account to Bell Pottinger following a fiercely contested pitch. It is understood that Bell Pottinger, led by Good Relations, prevailed following a final round shoot-out that also included Freud Communications.
Nintendo put the account up for review earlier this year, with three-year incumbent agency Red Consultancy declining to repitch. The account attracted considerable interest from UK agencies. Few consumer hotshops featured in the review, with Nintendo instead opting to look at agencies combining consumer and B2B experience.
“After several years of growth around our game changing products it was time to review and renew our comms strategy,” said Nintendo UK head of comms Robert Saunders in a statement. "As such we needed an agency whose people and talent reflects the scale of our ambitions. Bell Pottinger impressed us at every stage of the pitch process from their creative ideas, to insightful planning and their unrivalled media know-how.”
Bell Pottinger will attempt to support Nintendo’s efforts to move into mainstream entertainment and media, led by the gaming giant’s DS and Wii consoles, along with new product launches.
The review was managed by pitch consultancy AAR.