The Games, the company licensed to distribute the Nintendo 64 games
console in the UK, has hired FFI to handle its media relations.
The move comes as rival Sega prepares to launch a games console in
September this year. Sega has appointed Bell Pottinger to handle the
launch (PR Week, 2 April).
Fees run into six figures for Nintendo’s consumer PR account, which was
won by FFI last week following a four-way pitch which included incumbent
FFI will promote the video game console, new game releases and the
hand-held Game Boy console.
The agency has been briefed to promote both brands with a target
audience of male and female 16- to 24-year-olds.
FFI will organise a variety of press stunts to promote the console and
the planned releases of games.
The agency will shift the marketing focus away from the console’s
technical superiority to promoting it as a form of home
The work comes as part of a marketing package awarded by Nintendo to the
Cake Group, which includes FFI, stunt and event company Ground Control,
and consumer research firm eat 1000.
The Games marketing director Jeremy Dale said 1999 is a ’vital’ year for
’The brief is to create excitement around the year’s biggest N64
releases, maintain Game Boy’s positioning as the leading hand-held
console and ensure Nintendo is synonymous with entertainment,’ he said.