Nintendo have finally cut ties with their UK PR consultants, Cake Media after a nine year relationship; stepping into the new role is The Red Consultancy.

Speaking to MCV, UK Marketing Director Dawn Paine said:

"We would like to thank everyone at Cake for their hard work and fantastic results over the past nine years and we wish them the very best for the future. We are looking forward to a long and successful relationship with The Red Consultancy who will immediately get to work on our peak season campaigns."

Cake CEO Mike Matheison commented: "All good things come to an end and after nine years that encompassed the launch of Pokemon through to the launch of Wii, we leave Nintendo UK at a time when we have delivered number one share of voice and have contributed to record sales. We look forward to working closely with Nintendo UK through our ongoing role with Nintendo of Europe."

Source :: MCV