Leo Burnett has won the pan-European advertising account for the Japanese games giant Nintendo.
Nintendo of Europe has been looking to appoint an agency for the UK launch of its next-generation console, Gamecube, since December.
Burnett is thought to have secured the work after a two-way pitch against an un-named agency. Leagas Delaney, the incumbent on the business, did not repitch.
Shelly Friend, Nintendo's European head of PR, did not deny the appointment: 'We are in the process of appointing a European advertising agency and expect to make an announcement next week.'
Nintendo has announced that from the beginning of February, it will take control of all UK marketing for its products, including N64, Game Boy, the Pokemon range of video games and the forthcoming Game Boy Advance. It ended its UK distribution and marketing agreement with THE Games, part of John Menzies, at the end of last year.