Ubisoft enlists Cake to handle children’s games

Video game developer Ubi-soft has signed up Cake to handle PR for its new range of games aimed at young children.

Ubisoft: new range of games
Ubisoft: new range of games

Ubisoft, responsible for bestselling PlayStation and Wii games such as Tom Clancy’s Splinter Cell, has briefed Cake to promote its family-friendly Games For Everyone range.

The French video game developer chose Cake following a competitive pitch. The campaign will run until Christmas, when Ubisoft will review the account.

Cake account director Davnet Doran will lead the five-person account team at the London agency, conducting what she called a ‘straight, traditional PR campaign’.

Cake will target girls’ and parents’ media, concentrating on print publications.

‘This is not specifically a digital campaign as these games are for six-year-olds,’ said Doran.

This is Cake’s first high- profile win since losing long-time client Nintendo’s UK business to rival Red last month (PRWeek, 13 September 2007). Cake had worked with Nintendo UK for nine years, most recently launching Nintendo’s ‘non-gamer’ games including Nintendogs and Dr Kawashima’s Brain Training to the UK market. Cake still works with Nintendo Europe.

Following the retender, Cake account manager Simon Watts has left the agency. Watts is following former colleague Sian Wynne-Morgan to video games develo­per THQ.

Wynne-Morgan (nee Dobson) moved to THQ in July (PRWeek, 11 July 2007). She is now European PR manager across the video game company’s fam­ily titles, while Watts works on ‘core’ games such as car racing title Juiced.

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