Nintendo Hires Deutsch L.A. as Lead Digital Agency | Adweek
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Nintendo Adds Deutsch L.A. to Its Roster

Primary focus will be digital marketing

The Nintendo character, Luigi.

Deutsch LA has filled the hole where Sony PlayStation used to be.

The Interpublic Group shop has joined Nintendo’s roster of creative agencies after a review, the company has confirmed. Principally, Deutsch will lead digital and social media marketing on Nintendo’s line of video games. In addition, the agency will work on e-commerce efforts and create traditional ads for some of Nintendo's games, said Scott Moffitt, evp of sales and marketing.

Account revenue is estimated at more than $5 million.

That said, Leo Burnett remains Nintendo’s lead creative agency—a role that it has held for 21 years. In the U.S., Nintendo spent more than $82 million in media last year, including $18 million in digital media, according to Kantar.

In the digital realm, Deutsch succeeds Goodby, Silverstein & Partners. Deutsch did not return calls, but the agency’s website lists Nintendo as a current client.

For more than five years, Deutsch was lead creative agency on PlayStation in the U.S. That brand, however, launched a review in early 2013 and shifted its business to Bartle Bogle Hegarty in February. In the spring, Nintendo launched its review and contacted Deutsch based, in part, on its past experience with gaming.

In its review, Nintendo considered five agencies and then two before selecting Deutsch, Moffitt said. He didn't identify the others. External View Consulting Group in Culver City, Calif., managed the search.

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