Nintendo has announced that Deutsch LA, of Interpublic Group Companies, one of the “big four” global advertising companies, has been hired to lead digital and social media marketing for the video game giant. In addition to creating traditional ads for Nintendo games, Deutsch LA will be assigned to handle e-commerce for the company. Deutsch LA was formerly a creative agency for Playstation for over five years in the United States. While Leo Burnett will continue to act as Nintendo’s main creative agency, as it has for 21 years now, Deutsch LA replaces Goodby, Silverstein & Partners in Nintendo’s digital marketing department. Nintendo may have felt it needed a fresh marketing outlook as sales of its next-gen Wii U console continue to plummet.