Nintendo puts marketing to fore with Paine promotion
Nintendo UK is thought to have handed marketing director Dawn Paine extra managerial responsibilities, as it moves to put the customer at the centre of its strategy and provide a conduit for cross-departmental projects.
Paine, who has been with Nintendo since 2001, will take on the role of assistant general manager and marketing director, in order to deliver the new marketing-focused philosophy of the business.
Paine became the Japanese company's first UK marketing director in 2005.
During Paine's 10 years at Nintendo, the brand has significantly broadened its appeal and led the way in appealing to families with the launch of its Wii console.
The dominance of the Nintendo Wii has been threatened by rivals Sony and Microsoft bringing out controller-free consoles that have also proved popular with families, rather than the traditional young male target audience.
Paine was marketing director when the Wii and Nintendo DS launched and was UK marketing controller during the launch of the GameCube.
In July, Nintendo was forced to slash the prices of the 3DS handheld by a third after muted sales of the product, despite a high-profile launch five months previously.
Nintendo was unavailable for comment.
This article was first published on marketingmagazine.co.uk
- Data & Analytics Director Lipton Fleming £100000 - £120000 per annum + handsome benefits, London
- Creative Designer/Artworker Creative Recruitment £25000 - £27000 per annum, City of London
- SENIOR ACCOUNT DIRECTOR - COULD BE PART TIME Barker Graves Up to £50k plus bens, South West London close to transport links
- Freelance Content Manager Source £150 - £300 per day, London
- Freelance Account Handlers with agency experience Source £220 - £260 per day, London
- Katharine Viner becomes first female editor-in-chief of Guardian News & Media
- Tesco media review pits Initiative against MediaCom and ZenithOptimedia
- Google's European leader says viewing habits are 'changing dramatically'
- Martin Sorrell talks Maurice Lévy, Tesco, and the global outlook
- 'Advertisers are snake oil salesmen', says Peter Oborne
- 7 things Proximity has learned in the new Omnicom building