NEWS: Deighton is game for TWI

Nintendo’s former public relations advisor Carole Deighton has scooped a pounds 250,000-budget account for software publisher Time Warner Interactive (TWI).

Nintendo’s former public relations advisor Carole Deighton has scooped a

pounds 250,000-budget account for software publisher Time Warner

Interactive (TWI).



The campaign, which was won last week by Deighton’s start-up agency The

Deighton Consultancy, includes handling the launch of all TWI’s

computer games and CD-ROM titles for 1996.



The win is one of the agency’s first since it was established last

month.



Deighton’s old outfit Deighton and Odell was forced to close when its

largest contract Nintendo was taken in-house to distributors THE last

July.



THE signed Deighton and Odell for another six month contract but ended

the relationship three weeks later, for which the agency negotiated a

‘satisfactory’ out-of-court settlement.



Deighton’s former partner Yvonne Odell, now a consultant, will work on

the campaign from the agency, housed at the offices of consumer

specialist Stransky Thompson PR.



Their job will be to keep the specialist games media informed about

TWI’s releases.



The company’s two public relations staff, marketing services manager

Andrea Simpson and PR manager Dierdre Murphy will continue to deal with

media enquiries.



‘We now have so many products to be released we just can’t handle it

all,’ said Murphy. ‘It’s impossible to think creatively and do the day

to day stuff.’



TWI, a subsidiary of the entertainment and media group Time Warner was

formed two years ago as a result of the merger between Atari Games,

Tengen and Time Warner Interactive Group.



The company which produces software for Sega’s Saturn and Sony’s

PlayStation games systems, joined forces with sister company Time Warner

Entertainment three months ago.



* Nintendo distributors THE has yet to appoint a UK agency to handle the

launch of its games system Nintendo 64, originally intended for release

in April. Harvard PR and Coalition are shortlisted for the account,

worth approximately pounds 150,000 in fees. (PR Week, 19 January).



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