LONDON — Finn Partners has extended its work for video games developer and publisher 2K from North America to Europe, after a competitive pitch at the end of last year.

The agency’s global consumer practice has been tasked with delivering a full-service, consumer communications programme across Europe.

Finn Partners’ consumer team on the West Coast has worked with 2K in North America for five years, launching more than 20 titles to market, including virtual launches during the pandemic. The games firm’s UK PR was previously handled by Premier Communications, working with a number of independent agencies across Europe.

The European brief for 2023/24 will be led by the consumer team in London as the hub for Europe, working across EMEA to support title launches and consumer communications, working alongside 2K’s in-house marketing and PR teams.

The team will also work closely with 2K’s global communications team in the US and Europe, while in-country teams will coordinate with the London hub. The agency will help develop global innovative launch activations, ensuring they are culturally relevant and appeal to 2K’s existing customer base, as well as driving new customers to its stable of gaming franchises, which includes LEGO 2K Drive, NBA, WWE, PGA Tour and Borderlands.

Finn Partners’ EMEA managing partner for consumer, Zaria Pinchbeck, said: “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.”

The agency’s global consumer portfolio also includes Berry Brothers & Rudd, Filippo Berio, Little Caesars, Tofurky, Wagamama, Waitrose and World's 50 Best Restaurants.

Finn Partners' latest in a string of recent acquisitions around the world was health-focused agency Hyderus, in February.