Video game publisher hires Bender/Helper Impact

LOS ANGELES: Video game and entertainment product company Square Enix has selected Bender/Helper Impact as its US media and PR AOR.

LOS ANGELES: Video game and entertainment product company Square Enix has selected Bender/Helper Impact as its US media and PR AOR after an RFP.

Square Enix's global portfolio includes Final Fantasy, Tomb Raider, Space Invaders, and Dragon Quest. The company soon plans to release the games Hitman Absolution and Sleeping Dogs, among others.

Reilly Brennan, senior director of PR at Square Enix, confirmed the company selected Bender/Helper as its AOR, but declined to comment further on the relationship or the finalists in the review process.

“We're excited to be kicking things off with [Bender/Helper Impact] as Square Enix has an exciting year ahead,” he said.

Ogilvy PR Worldwide, the company's former PR AOR, deferred comment to Square Enix.

Bender/Helper, with a team of seven staffers working on the account, will help the company “achieve maximum exposure through positive media coverage,” said Eric Wein, executive director and head of the games division at the firm. Wein will lead the account from Bender/Helper's Los Angeles office.

“We really want to elevate Square Enix as a company,” he added.

Wein said the industry as a whole is aware of Square Enix's games, but the agency wants “to make sure Square Enix is front and center,” especially since the company will release a wide array of “console, mobile, social, and handheld” products this year.

The agency will help to increase Square Enix's coverage in the US by implementing media relations strategies and reaching out to gaming publications, consumer media outlets, and bloggers, Wein said.

The firm, which will handle the account from its Los Angeles, San Francisco, and New York offices, will also support the company's executives and work on events such as E3, International Comic-Con, PAX Prime, and New York Comic-Con.

Toy company Jakks Pacific hired Bender/Helper Impact as AOR earlier this year.

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