News and Insights

FINN Partners Global Consumer Practice celebrates expanding its communications remit for 2K from North America into Europe

March 31, 2023

FINN Partners, the global, independent full-service marketing and communications agency, is thrilled to announce it has been appointed by the global video games publisher, 2K to deliver a full-service, consumer communications programme in Europe. This win follows a multiple agency tender process that took place at the end of last year.

2K manages some of the most creative, respected and premium brands in games today and the FINN Partners consumer team on the West Coast has worked with them on their North America remit for five years, launching more than 20 key titles to market. The agency was a key partner with 2K during COVID when attention on gaming spiked and versatility was needed to launch titles virtually. They also were adept at managing different developer studios and game types, from the award-winning basketball simulation NBA 2K to interactive cinematic horror games like The Quarry.

“2K has been an incredibly valued client of ours since 2018,” says Cindy Coppola, West Coast Consumer Practice Lead. “The solid and growing relationship between FINN and 2K is a true testament to the teams’ collective dedication to collaboration, trust and partnership.”

The European brief for 2023/24 will be led by the consumer team in London as the hub for Europe working across territories EMEA wide to support the brand’s 2023/24 new title launches and always- on consumer communications working closely with the in-house marketing and PR teams.

The team will also work closely with 2K’s global comms team in the U.S. and Europe, while in-country teams will coordinate with the London hub team. Working with the teams, FINN will help develop global innovative launch activations ensuring they are culturally relevant to European territories appealing to their existing customer base as well as driving new customers to its ever-expanding stable of gaming titles.

The FINN London team will work in close collaboration with the agency’s US team to deliver a fast-start communications plan to take 2K’s European communications strategy to the next level.

Zaria Pinchbeck, Managing Partner for Consumer EMEA at FINN Partners comments: “We have an awesome team of consumer and tech comms specialists plus passionate gamers across our European network.  As one of the most respected and creative gaming publishers in the industry, winning 2K is a super exciting coup for our teams in Europe and builds on FINN’s success with this respected, dynamic client in North America.”

2K joins a fast-growing global consumer portfolio at FINN Partners that includes Aboard, Berry Brothers & Rudd, Bolthouse Farms, Brazi Bites, Bubbies Ice Cream, Country Archer Provisions, Elmhurst 1925, Filippo Berio, Forager Project, Koe Organic Kombucha, La Tourangelle, The World’s 50 Best Restaurants, Little Caesars,  Lobos 1707, Mandolin Taverna, Mirazur at Montage Los Cabos, NotCo, Oche Gastro Gaming, Simple Mills, Stag’s Leap, St. Michele Wine Estates, Tofurky, Thomas Keller Grill aboard Seabourn Cruises, Wagamama and Waitrose.