Nintendo of Europe (NOE) has hired its first head of PR, Shelly Friend.
She was previously at THE Games, the Menzies Group-owned UK distribution company for Nintendo, which will close shortly.
Friend joined NOE this week, and will look at developing a proactive, cohesive pan-European strategy. She reports to David Gosen, NOE managing director of sales and marketing.
She will also oversee the work of NOE's two PR agencies: Golin/Harris, which looks after European corporate PR, and Cake, which handles UK consumer PR.
Friend has no plans to recruit staff in the immediate future. But she told PRWeek: 'I'll probably look at taking on one agency for pan-European corporate and consumer PR, but I haven't come to any decision yet.'
PR activity in 2001 will centre around the launches of Pokemon Gold and Silver, Game Boy Advance, and GameCube, the new games console from Nintendo.
At THE Games, Friend was responsible for PR and communications for Nintendo products. She oversaw the launches of Pokemon and Game Boy Color during her three-year stint at the company.
Distribution of Nintendo products in the UK will now be taken over by a new company called Nintendo UK.
However, Friend was being courted for the head of PR position for some time, and not because of the closure of THE Games.