The agency will handle all of the gaming company’s UK consumer and corporate business, thought to be worth £250,000.
A statement from Nintendo said that Bell Pottinger would ‘support the global gaming company’s continued move into mainstream entertainment and media’ through its DS and Wii consoles and new product and game launches. The win follows a pitch process that was handled by the AAR.
Nintendo UK head of communications Robert Saunders said: ‘After several years of growth around our game changing products it was time to review and renew our comms strategy.
‘As such we needed an agency whose people and talent reflects the scale of our ambitions. Bell Pottinger impressed us at every stage of the pitch process from their creative ideas, to insightful planning and their unrivalled media know-how.’
The brief includes managing a 24-hour press office, campaign creation for new launches and supporting existing products.
The move sees the games firm part company with incumbent The Red Consultancy. Red declined to repitch for the brief, after working for the Japanese company for the past three years.