Nintendo has selected Interpublic’s Initiative as its new U.S. media agency partner, sources with direct knowledge of the matter confirmed. AdAge first reported the news earlier today.
The appointment follows a competitive review. It is not clear if the incumbent, Publicis media agency Blue 449, participated in the review.
Initiative declined to comment. Blue 449 deferred to the client. Nintendo has yet to respond to a request for comment.
The Japanese gaming giant works with Leo Burnett as its creative agency partner. Leo Burnett notably created the brand’s 2017 Super Bowl debut introducing the Nintendo Switch.
The appointment follows UPS naming Initiative as its media agency of record for North America and Europe last month.
Kantar Media has Nintendo spending $84 million on paid media in the U.S. in 2017 and just under $36 million during the first nine months of 2018.