Mason Williams says plans are underway for a campaign covering social, digital, experiential and family engagement on Asmodee brands.

Asmodee UK has selected Mason Williams in a fiercely fought competitive pitch between ten PR agencies specialising in the entertainment and lifestyle arena.

James Arnold, head of Marketing, said: “We were blown away by the passion, knowledge, expertise and sheer enthusiasm that the Mason Williams team has for the industry and for our particular needs. The creative ideas were off the scale, as was their standout category expertise, and we are so excited to be working with them for 2022 and in the coming years.”

Heading up the account is the trio of managing director, Rita Rowe, and account directors, Roisin O’Sullivan and Lynsey Sizer.

Lynsey is ex-Mattel brand PR with experience heading up accounts for Fisher Price, Scrabble and Hot Wheels, while Rita started her PR agency career working for Waddingtons Games (Monopoly, Subbuteo, Cluedo) and subsequently Hasbro for 28 years (all brands). She and Roisin have worked with IMC Toys plus Tomy and Lamaze for several years.

Rita Rowe commented: “This is the best start to the year that any agency could have; a fabulous client who wants to be brave, some amazing games and a catalogue to die for and the budget to make a difference. We couldn’t be more excited.”

Asmodee UK has many popular games in its large portfolio including Dobble, Ticket to Ride, Catan, Bananagrams, 7 Wonders and Pandemic. The challenge for Mason Williams will be to focus on specific games and groupings to bring to life the brand’s desire to have ‘More people playing more games more often’.

“We are planning out a huge campaign year covering social, digital, experiential and family engagement which is being finalised now – in time for the UK Toy Fair in January,” added Rita.