Square Enix UK have engaged in a bit of agency shuffling prior to the promotion of Final Fantasy XIII this year.
The account is worth 6 figures – that’s a lot of money to the agency involved.
Square Enix had been with MJ Media but Eidos, which Square Enix bought last year, had been using Manning Gottlieb OMD. In the battle of the two agencies Manning Gottlieb OMD won out.
The first task Manning Gootlieb OMD has to do is get Final Fantasy XIII to take off in the UK. It’ll be a local disaster for Square if their flagship game flops.
So, can Manning Gottlieb OMD do it? Firstly, they’re putting the work out to their specialist entertainment division – an agency called InvENTS. InvENTS looks after publishing, cinema, music and gaming sectors.
Despite the entertainment specialism, InvENTS is still a traditional agency. It’s not associated with social media – which includes such thoughtful activities as supplying fan sites with Final Fantasy XIII insights, material and interviews. It’s not even particularly known for its digital marketing expertise.
Does this mean we’ll be seeing a bunch of bus poster adverts for Final Fantasy XIII and perhaps a pre-roll ad before a few movies this year?