Nintendo to review global advertising

Nintendo, the Japanese video games giant, is kicking off a review of its global advertising and media arrangements.

Both creative and media duties are handled by Publicis Groupe. The UK incumbents include Leo Burnett, which holds the creative account, and Starcom, which handles media planning and buying.

Nintendo has already drawn up a shortlist of agencies and the media pitches for the UK market start this week. The company spent around £5 million on UK advertising last year, according to Nielsen Media Research.

Nintendo declined to comment on the review.

Earlier this month, Nintendo unveiled a new games brand as part of a multimillion-pound campaign to broaden its appeal. Touch Generations will target those who do not usually play video games, including women and older people. New branding will appear on game boxes and displays.

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