The Games picks FFI to handle Nintendo 64 brief

The Games, the company licensed to distribute the Nintendo 64 games console in the UK, has hired FFI to handle its media relations.

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

Harvard PR.



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

entertainment.



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

Nintendo.



’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.



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