Frank PR has been appointed by computer game manufacturer Acclaim
International as its retained consumer agency worldwide.
The hire follows a review of communications by Acclaim international
head of PR Simon Smith-Wright, which sees the agency move away from its
past practice of appointing PR shops on a project basis.
The account was secured following a four-way pitch, and will see the
agency earn annual fees believed to run into six figures.
The account is led collectively by Frank chairman Graham Goodkind, and
joint MD's Andrew Bloch and Nadia Gabbie. The retained deal will see the
agency cover wide-ranging consumer media work, supported by Acclaim's
in-house specialist who will deal with the 'hardcore gaming press'.
Goodkind, who worked on the launch of the Sega Megadrive while at Lynne
Franks PR, admitted the client had fallen behind in a market that it led
in the 1990s: 'Acclaim were major developers years ago and pioneered the
Tomb Raider type of games. It's our objective to take them back up there
and get the new games attention in the very competitive Playstation 2
The agency will initially focus on the launch of three new titles for
the Christmas market: Burn Out, Dave Mirra Freestyle BMX 2 and Shadow
Man: Second Coming.