Mediaedge:cia won the business after pitches against incumbent agency Starcom. The award is part of a global review, which also includes a review of the creative account.
The advertiser currently uses Publicis Groupe agencies for its creative account, with Leo Burnett handling the ad account. Nintendo is understood to have drawn up a longlist of creative agencies to pitch for the advertising, which will start pitching for the account in two weeks, according to sources.
A central marketing strategy is being pushed through the head office in Japan, focusing on broadening the demographic focus of the company, widening out its remit from simply targeting the youth market, to targeting other segments of the community.
At the beginning of this month, Nintendo unveiled its new games console brand, Wii, as part of a multimillion-pound campaign to broaden its appeal. The console is priced cheaper than Microsoft's Xbox 360 and Sony's yet-to-be-launched PlayStation3.
The advertiser is set to focus on expanding its demographic reach through the Touch Generations educational software, available on its handheld DS console launched in March 2005.
Mediaedge:cia and Starcom were unavailable for comment regarding the awarding of the media account.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
