LONDON: Nintendo has brought in 77PR to handle its consumer PR in the UK following initial project work for the brand's Wii U console launch in December 2012.
77PR, the consumer arm of Fishburn Hedges, will handle consumer press for Nintendo's hardware and software launches, as well as press office duties.
Nintendo's internal PR team, lead by UK head of comms Jo Bartlett, will continue to manage specialist and technology press.
“We wanted to find an agency that could work effectively and efficiently as an extension of our in-house team,” said Bartlett. “The team at 77 has proven its ability to work alongside us and our other partner agencies in an integrated and seamless fashion, and we're keen to see what more they can do.”
Fishburn Hedges has handled the gaming company's European PR and corporate communications since 2008.
Nintendo put its entire UK consumer and corporate PR work up for pitch last July before the Wii U launch, splitting with Good Relations. However, just a month before the planned launch last November, the Japanese gaming giant u-turned on plans to appoint Cake as its retained consumer agency, deciding to take the work in-house.
This story originally appeared on the website of PRWeek UK.