Computer games console manufacturer Nintendo has consolidated its &£6m strategic and creative account into Leagas Delaney and appointed Universal McCann as its media planning and buying agency.
Media buying was formerly handled by Austin West, which refused to comment to Marketing Week. Leagas Delaney, the creative incumbent, is thought to have gained additional strategic business, which is understood to have also been handled by Austin West.
A spokeswoman for THE Games, which distributes Nintendo in the UK, says: “We have decided to consolidate our marketing activity through Leagas Delaney, having worked with the agency since August 1998.”
The size of the Nintendo account is likely to increase over the next 18 months as Nintendo launches its Dolphin console in late 2000. The new console will be aimed at older, more affluent players.
The Dolphin will rival Sega’s Dreamcast, which is scheduled to launch across Europe in the autumn with a &£50m ad spend.
Nintendo recently appointed former BSkyB marketing and distribution director David Gosen as its new managing director for sales and marketing in Europe (MW July 8).
Since 1995, the UK market for computer games and consoles has increased from &£507m to just under &£1bn last year, according to Mintel.
Sony PlayStation holds the lion’s share of the market and has sold about 5 million consoles since its launch in 1995.
THE Games, a subsidiary of John Menzies, is responsible for sales, marketing and distribution of Nintendo products in the UK and Ireland.