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Fils-Aime New Sales & Mktg. Head For Nintendo of America

Reginald Fils-Aime has been named evp, sales and marketing, for Nintendo of America Inc.'s operations in both North America and Latin America.

A senior consumer marketing exec with a proven track record, Fils-Aime most recently was svp of marketing at VH1, part of the MTV networks, and previously was chief marketing officer for Derby Cycle Corp., and U.S. marketing chief for Guinness Import Co.

"Nintendo recently has enjoyed a surge in sales in North America, and Reggie is the perfect person to further boost our momentum in the years ahead," says Tatsumi Kimishima, president, Nintendo of America. "His demonstrated success in reaching our target market is ideal for directing the outstanding team of sales and marketing professionals already in place in our organization."

Fils-Aime began his career at Procter & Gamble, and later became svp for Panda Management Co., the world's leading Chinese food-service company. He also served as senior director for national marketing at Pizza Hut, where he launched the Bigfoot Pizza.

At Guinness, he oversaw all brands, including Guinness stout, Bass ale, Harp lager and Pilsner Urquell, as well as managing brand relationships with third-party owners in the U.K., Jamaica and the Czech Republic. At Derby Cycle, he not only directed worldwide sales and marketing for eight separate brands, including Raleigh, Diamondback and Univega, but also was acting md of the company's U.K. operations.

During his tenure at VH1, Fils-Aime engineered the channel's redirection to young viewers that resulted in an overall 30% rating growth, and he created and executed the marketing plans for THE CONCERT FOR NEW YORK CITY, which raised more than $35 million for disaster relief in the wake of the Sept. 11 attacks.

His professional awards include a Clio, two Gold EFFIEs an AICP award for advertising excellence and a Silver Edison from the American Marketing Institute.

The worldwide leader and innovator in the creation of interactive entertainment, Nintendo Co. Ltd. (, of Kyoto, Japan, manufactures and markets hardware and software for its popular home and portable videogame systems. Since the release of its first home videogame system in 1983, Nintendo has sold more than 1.8 billion videogames globally, creating enduring industry icons such as MARIO and DONKEY KONG. A wholly owned subsidiary, Nintendo of America Inc., based in Redmond, Wash., serves as headquarters for Nintendo's operations in the Western Hemisphere.