The move ends the gaming giant’s nine-year relationship with Cake (PRWeek, 7 September 2007). Cake’s work with Nintendo UK commenced with the launch of the Pokemon gaming brand, and peaked with the launch of the Wii console earlier this year.
The agency successfully introduced Nintendo’s Nintendogs and Dr Kawashima’s Brain Training to a mainstream market. Red will continue Cake’s work with such titles, launching new products aimed at a non-gamer demographic.
Cake CEO Mike Mathieson said that the digital agency will continue its work on Nintendo of Europe.
‘We leave Nintendo UK at a time when we have delivered number one share of voice and have helped achieve record sales,’ he said.
Cake is working on a campaign to promote the London Games Festival.
The Red Consultancy’s divisional director Isobel Archer said: ‘Nintendo is an exciting brand. It is moving gaming from a niche activity to entertainment for everyone.’