Nintendo to seek agency for console

Nintendo of Europe is looking for an agency to handle the UK launch of its “next-generation” console, Gamecube, next year.

The company has announced that from February 2001 it will take control of all UK marketing for its products, which include N64, Game Boy, the Pokémon range of video games and the forthcoming Game Boy Advance.

The decision ends Nintendo’s distribution and marketing agreement with THE Games, part of John Menzies. It results in the closure of THE Games and the loss of up to ten marketing jobs with the retailer.

The move will be a blow to Leagas Delaney, which currently handles the &£3.5m creative account for THE Games, with media bought through Universal McCann.

David Gosen, managing director of sales and marketing for Nintendo of Europe, says the company is reviewing its UK advertising arrangements.

“Each of our individual markets has its own creative and media agencies and I would expect that will be the case in the UK as well. We would expect them [agency arrangements] to be finalised in the first quarter of next year,” he says.

The company decided to take control of its key European markets ahead of next year’s launch of Gamecube, as well as Game Boy Advance and the Pokémon Gold and Silver games.

He refused to reveal how much the company intends to spend on advertising and marketing for the new products, saying only that it will be a “significant investment”.

Nintendo is opening an office in Surrey and has appointed Andrew Williams, currently sales director at THE Games, as general manager with responsibility for sales and trade marketing in the UK.

The game console battle will heat up next year, with Microsoft due to release its next-generation machine, X-Box, in autumn 2001.Prudential: Plans to increase its brand profile across continental Europe

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here