Four agencies to pitch for Nintendo Euro brief

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.



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