NEWS: Harvard zaps Nintendo rivals

Harvard Public Relations has zapped the opposition to win a lucrative press and PR account for computer game giant Nintendo.

Harvard Public Relations has zapped the opposition to win a lucrative

press and PR account for computer game giant Nintendo.



The agency won the pounds 250,000 business, of which around pounds

150,000 is thought to be fees, following a two-way pitch to Nintendo’s

UK and Ireland distributor Total Home Entertainment Games.



Harvard and runner-up Coalition battled it out in the final pitch after

being selected from an initial pool of six agencies.



Harvard’s brief will include promoting the market-leading Game Boy and

Super Nintendo systems and games and handling the pre-Christmas launch

of the new generation Nintendo 64 ‘super console’.



The new console, which was originally known as Ultra 64, had its

original April launch date postponed due to a computer chip shortage - a

delay which was seen as weakening Nintendo’s market position against

rivals Sega and Sony.



Alexander Fitzgibbons, communications manager of THE Games - a John

Menzies subsidiary - said that Harvard had all the ‘resources necessary

to deal with an account of our size’.



He added: ‘They have a good mix of retail, consumer and youth experience

and that came across very clearly during the pitch process.’



Gareth Zundel, public relations director for the Harvard Group, said the

campaign, to be headed by the agency’s associate director Fraser

Butters, would particularly target eight to 35 year olds and would cover

everything from trade PR to product launches.



Harvard’s appointment marks another major development in Nintendo’s UK

marketing activity.



The Japanese company passed all marketing to THE Games last July after

closing down its UK operation. THE Games initially signed up Deighton &

Odell Communications, which had run Nintendo’s press office for six

years, for a further six months, but the contract was terminated after

just three weeks.



Following this week’s signing, the press office will move to Harvard.



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