Nintendo, the Japanese video games manufacturer, is looking for an
agency to work across Europe on its digital and direct marketing
account.
The brief for agencies is to co-ordinate a European internet strategy
for Nintendo with a view to opening the web as a sales channel. Direct
marketing activity is expected to roll out on the back of the digital
activity.
Nintendo has invited four agencies, with a mix of digital and direct
experience, to pitch for the business. The console and games producer
will hope to increase both sales and loyalty through the direct
marketing initiative. Pitches are expected to take place during the next
month.
The pitch for the digital and direct marketing account is being run out
of Nintendo's European headquarters by Nicholas Wegnez, one of its
senior marketers.
Nintendo's move into direct sales coincides with its launch of the Game
Cube console, which debuts next spring in the UK and the rest of
Europe.
Nintendo has just launched its handheld product Game Boy Advance in the
UK. It has become the fastest-selling games machine.
Earlier this year, Nintendo appointed Leo Burnett to handle its
pan-European creative account. The agency has already produced
advertising for the Game Boy Advance including TV spots for the console
and advertising for new game launches. In July it appointed Starcom
Motive to its £8 million UK media planning and buying
business.
Nintendo's main rival, Sony PlayStation, is a large user of direct
marketing.
Its UK direct marketing is handled by Claydon Heeley Jones Mason. It is
exploring direct sales channels to customers.
Traditionally, Nintendo has a core customer base of children and
teenagers but it is attempting to reach older teenagers and men in their
20s and 30s with the Game Boy Advance and Game Cube products. Direct
activity may target these groups.
