Nintendo hits 'start' on media agency review

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An attendee plays on a Nintendo Co. Switch video game console during the E3 Electronic Entertainment Expo in Los Angeles, California, U.S., on Wednesday, June 14, 2017.
An attendee plays on a Nintendo Co. Switch video game console during the E3 Electronic Entertainment Expo in Los Angeles, California, U.S., on Wednesday, June 14, 2017. Credit: Troy Harvey/Bloomberg

Nintendo could be looking to switch up its media agency relationships. The gaming giant has launched a media review in the U.S., according to multiple people familiar with the matter.

The Japan-headquartered company staged a comeback last year with the release of its Switch, a crossover between a home-gaming console and portable gaming device, which retails for $299.99.

Then last month, Nintendo suffered a dramatic stock drop as analysts criticized the marketer for what many believed to be a lackluster game lineup at the Electronic Entertainment Expo, a trade event for the video game industry.

Publicis Media's Blue 449 is the incumbent on the account and will defend in the pitch. Blue 449 referred comment to Nintendo.

Los Angeles-based External View Consulting Group is managing the search process. External View declined to comment.

Nintendo did not respond to a request for comment Wednesday afternoon.

Nintendo Co. spent an estimated $73.8 million in measured media in the U.S. in 2017, according to Kantar Media.

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