Nintendo hands UK ad task to Karmarama

by Ed Kemp, Marketing 08-Aug-07

Nintendo has handed its UK advertising brief to Karmarama following a competitive pitch.

The agency takes over the work from Leo Burnett, which resigned the
business in May, following a disagreement over future strategy.

Nintendo UK marketing director Dawn Paine said: 'We are delighted to

appoint a dynamic, creative but unbureaucratic agency that puts the

client's commercial and creative requirements ahead of ego and
process.'

Karmarama, which has been hired on a project basis, has been briefed to
continue the brand's strategy of targeting the non-traditional gaming
community, such as older players and women. Its first task will be to
develop a Christmas ad campaign.

Nintendo has successfully used the non-core gamer approach to back the
launch of its handheld DS and Wii console last year. However, it now
faces competition from rivals such as Microsoft, which is also set to
target a wider audience (Marketing, 4 July).