Frank nets consumer PR for gaming firm Acclaim

Frank PR has been appointed by computer game manufacturer Acclaim

International as its retained consumer agency worldwide.



The hire follows a review of communications by Acclaim international

head of PR Simon Smith-Wright, which sees the agency move away from its

past practice of appointing PR shops on a project basis.



The account was secured following a four-way pitch, and will see the

agency earn annual fees believed to run into six figures.



The account is led collectively by Frank chairman Graham Goodkind, and

joint MD's Andrew Bloch and Nadia Gabbie. The retained deal will see the

agency cover wide-ranging consumer media work, supported by Acclaim's

in-house specialist who will deal with the 'hardcore gaming press'.



Goodkind, who worked on the launch of the Sega Megadrive while at Lynne

Franks PR, admitted the client had fallen behind in a market that it led

in the 1990s: 'Acclaim were major developers years ago and pioneered the

Tomb Raider type of games. It's our objective to take them back up there

and get the new games attention in the very competitive Playstation 2

market.'



The agency will initially focus on the launch of three new titles for

the Christmas market: Burn Out, Dave Mirra Freestyle BMX 2 and Shadow

Man: Second Coming.



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