Game Group hands European advertising to 101

Game Group, the video games retailer, has appointed 101 to handle its advertising across Europe.

Game Group: hires 101 to handle its pan-European advertising business
Game Group: hires 101 to handle its pan-European advertising business

101 won the brief after a competitive pitch against three other agencies, including the incumbent, TBWA\London. Pitches took place at the beginning of May.

TBWA\London had worked with Game Group, which includes both the Game and Gamestation brands, on its Northern European advertising since 2011, when it won a competitive pitch.

Previously, the client worked with various agencies across the continent. Cheethambell JWT had held the UK account since 2004.

One of TBWA\London’s first bits of work for Game Group was a Christmas campaign in December 2011, which was called "don’t wait for a miracle" and showed mothers getting inspiration for gaming-related gifts from strange sources, such as burping babies.

In January, Game Group was reported as planning a £300 million initial public offering, two years after being bought out of administration by OpCapita.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).