Leagas Delaney snares pan-European Nintendo

Leagas Delaney has taken the multi-million pound pan-European advertising account for Nintendo in a final pitch against three German agencies.

Leagas Delaney has taken the multi-million pound pan-European

advertising account for Nintendo in a final pitch against three German

agencies.



The pitches took place at Nintendo Europe’s headquarters in Frankfurt

between Leagas Delaney and the German offices of Young & Rubicam, BBDO

and Leo Burnett.



Leagas Delaney’s task will be to create an umbrella brand-building

cinema campaign to run in ten markets across Europe this autumn. The

campaign will target older teenagers and aims to give the brand a

distinctive personality to help it compete against Sony Playstation.



Rudolph Werner, Nintendo Europe’s advertising and PR manager, said:

’This is a very special assignment, the first of its kind we have

conducted.’



Tim Delaney, Leagas Delaney’s executive creative director, said: ’It’s a

terrific brand name operating in a very competitive market.’



Individual countries will continue to develop tactical campaigns using

their own advertising agencies. In the UK, advertising is controlled by

the distributor, THE, which scrapped its search for an agency in

July.



Werner said: ’We do not have any say over what happens in the UK. But

Leagas Delaney made such a good presentation and was very

convincing.’



The last advertising for Nintendo in the UK was created by Leo

Burnett.



Its first creative work for the Gameboy attracted complaints to the

Advertising Standards Authority following its depiction of a woman tied

to a bed.



The two sides parted company in August 1997 citing differences over

future creative direction. In the crucial pre-Christmas period, Nintendo

imported ads from Burnetts in the US.



Nintendo’s N64 console launched in February 1997 after a series of

delays.



But sales were hampered by product shortages and the N64 has not

achieved Playstation’s success, which was backed by a spend of around

pounds 9 million last year through the then TBWA Simons Palmer.



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