Paine will take on increased responsibility for all marketing and brand initiatives as well as overall responsibility for advertising, sponsorship and PR.
Nintendo has just begun a £2.5m advertising blitz, which includes its first drive aimed at girls, through an MTV sponsorship and a print campaign in teen magazines.
The company is also running its biggest sampling drive through Geoff Howe Marketing Communications and Cake to promote its DS handheld console, which launched in March.
Profile, page 26.
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