Mediaedge:cia wins Nintendo account

WPP Group’s Mediaedge:cia has won the media planning and buying account for Nintendo after a pitch against independent agency BLM Media and the incumbent, Publicis Groupe-owned Starcom.

Spend on the account last year was in the region of £5m, according to Nielsen Media Research, but Nintendo is launching a new console called Nintendo Wii later this year and will invest more in media spend in 2006.
The pitch process was short by industry standards and took place as part of Nintendo Europe’s review of its agency arrangements. The creative account is currently held by Leo Burnett, which is also part of Publicis Groupe.
The review follows the promotion of Laurent Fischer to European marketing director in January this year. Fischer was previously marketing director for Nintendo in France.
The Nintendo Wii will go up against the new Sony PlayStation 3, which is due out in November, as well as Xbox 360.



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