News Article

Nintendo of America Adds Deutsch LA to its Line-Up of Creative Agencies

Posted by Thomas Whitehead

Responsible for digital and social media marketing in North America

The next 12 months are pivotal for Nintendo, as it'll aim to maintain 3DS momentum and drive major improvements in Wii U sales in the face of numerous and big-hitting competition. There's plenty of software on the way for both systems, alongside bundles and price promotions to tempt consumers to opt for Nintendo and hardware games rather than the various other options on the market.

Nintendo of America, for its part, has beefed up its advertising and marketing efforts by bringing in Deutsch LA, a creative agency that previously worked on the Sony PlayStation brand. That experience reportedly helped it secure an account with Nintendo with a revenue of around $5 million, and the company will be primarily responsible for digital and social media marketing in the region, with some extra work in e-commerce and some traditional adverts. What this doesn't mean is a change in the main creative agency for Nintendo of America, with the company Leo Burnett still carrying out that lead role as it has for the past 21 years.

It's reported that Nintendo of America spent more than $82 million in media last year, and we suspect that figure will be at least matched in the upcoming vital Holiday season.


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User Comments (28)



Jellitoe said:

I guess 82 million does not get you too much exposure, cause besides them Wii U Just Dance Commercials, I do not remember seeing anything else for the console.



kereke12 said:

What Nintendo needs to is finally release Miiverse, Flipnote, Hulu, and better marketing for both consoles especially the Wii U if Nintendo wants more 3rd party support and more indie support then they need to build a better marketing for both console.



Einherjar said:

Deutsch LA sure is a very weird name...Deutsch basicly means "german" in, well, german. But nevertheless, the more advertisement the better. I guess integrating the 3DS into MiiVerse also helps a lot (als long as both consoles arent seperated) so 3DS owners who dont own a WiiU can get in touch with WiiU gamers, look at some screenshots and get authentic opinions on games. The best advertisement comes from people who use and love it via word of mouth



DarkKirby said:

The problem with the Wii U has nothing to do with advertising issues.

It doesn't have console selling exclusive games nor the big name 3rd party games on Sony and Microsoft's systems.



Link41x said:

The Wii U will do fine this holiday I bought mine at launch and haven't regreted it once.



cookiex said:


Given that marketing of the WiiU has been next to non-existent I say it plays a part. Besides, now is as good a time as any to beef up the advertising, since the heavy-hitters are just around the corner.



ScorpionMG said:

@Spectator @Legromancer You guys think it's so easy to set up events in places like disney land and poopsiedoodlecacapoopiedoggiedoo like that? Then you're wrong.
Watch the profanity please — TBD



Buduski said:

@ScorpionMG, They did have various events but little mass media exposure compared to other launches, thats why IMO there are still people ignorant enough to think that the wii u is just a wii periferal



rjejr said:

I'ld say fire Leo Burnett except the 3DS marketing has been ok - I really liked the Luigi Mansion kiosk and the "choose your summer game" kiosk so maybe they've just been paid to work on that system?

"The next 12 months are pivotal for Nintendo"

The next 12 months are important, but 80% of that is for the next 3 months leading up to Christmas, 20% the 9 months after that. That's how their marketing budget should be spent. Wii U will show up in a few flyers this weekend. Maybe Target will use a photo of the Wii U this time rather than the Wii. With all the upcoming games there really is no reason for people to not know about the Wii U, regardless of it's look and name. If Miiverse comes out on the 3DS w/ Pokemon coming out it could actually help the Wii U sell by giving it more exposure - "Miiverse is on the Wii U, not the Wii". Every little bit helps.



Buduski said:

Educate the masses make it as clear as possible that the wii and wii u are two totally different machines



ScorpionMG said:

@Buduski yep. I hope things change in the future, i'm still wondering if they were better with wii 2, but i dont mind wii U Anyway, still better thant xbox one ;D



DarkKirby said:


I admit I have seen little to no Wii U advertisements, but is that really the issue? Gamers know what the Wii U is, they are choosing not to buy it, and people who have Wii U's are not buying enough games (or any).

If they are still trying to reach out to the casual market they had on the Wii, they've moved on to smartphones and they aren't coming back.



Buduski said:

@ScorpionMG, I agree wii u is a better name than xbox one but I'm sure they wont have a problem having people understand what it is because they have been marketing it like crazy, thats why I think Nintendo should goall out on there ads just because they have alot of software on the way



cookiex said:


Spring and Summer 2014 could also be pretty important with two atomic bombs known as Mario Kart 8 and Smash Bros. (if the latter is now targeting that timeframe).



TruenoGT said:

They need to do a lot better, but I don't think Nintendo can do it alone. A lot of the "next gen" marketing I see are third parties like EA, Activision and Ubisoft talking about upgrading current gen copies of games to next gen. Nintendo needs another good developer/publisher to help them in the US and Europe especially.



Captain_Toad said:

@DarkKirby Heh, The lack of ads may not be the main problem but if anything to help edumacate the masses. A friend of mine a couple of days earlier thought that the WiiU was an extra controller and not a console and think that the extra features are hidden behind a paywall. So there MAY be still a couple of ppl who don't know what a WiiU is and what it can do.



unrandomsam said:

Advertising is something the world would be better without. (I buy at greater expense noads sun cream because I like the principle). Dragon's Crown cost a million to make. For that money they could have at least 50 exclusive games of that sort of quality. Once there is more than a certain amount of games people want most sensible people will buy.



LoveSugoi said:

The games are coming, the killer app is coming, the price is attractive, and now we have a new marketing team. I'd say the tools are there for a successful holiday season but I shall remain cautiously optimistic.



JaxonH said:

They spent $82 million last year in marketing? Ha, wouldn't have ever known it lol... If they spent close to $100 million last year in marketing, and no one knew what the Wii U was, I think it's fair to say they need to fire Leo Burnett asap and hire whoever handles Rockstar's advertising. Pay em whatever they ask. Guarantee you $82 million with Rockstar's advertising company would get the Wii U a hellova lot farther than what they got last year.



raith said:

If there's any time to go all out on a marketing blitz, it needs to be this Fall/Holiday season where all their major titles are released.



ThumperUK said:

In comparison, Nintendo UK spend £12.50 promoting the WiiU (including less than 101 pence for the Wonderful 101).



rjejr said:

@cookiex - "Spring and Summer 2014 could also be pretty important with two atomic bombs known as Mario Kart 8 and Smash Bros."

I think spring and summer are only important if they DON'T come out. If those games come out then Nintendo has a lot less to worry about as those 2 games will not only sell themselves but also Wii U. Now is the important time, if Wii U can't establish itself this holiday w/ some good games and a price advantage it will have a very difficult time later.



FJOJR said:

$82 million. I'm sure there are companies out there that could have done more with less. Sometimes things change after 21 years Nintendo.

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