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Reggie Fils-Aimé

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Reggie demonstrating the Nintendo DS at E3 2004

Reginald "Reggie" Fils-Aime (born November 27, 1974) is currently the Executive Vice President of Sales and Marketing for Nintendo.

Reggie Fils-Aime shot to fame in May of 2004, with the opening lines of Nintendo's E3 press conference: "My name is Reggie. I'm about kicking ass, I'm about taking names, and we're about making games." He gained a cult following on the Internet soon after, when following the conference, many images and flash animations of him spread around the web. Many fans referred to this time as the "Reggielution", when Nintendo would shed its lackluster image of the past few years and re-amp its public relations. And so far, Nintendo has most definitely made strides in this department, in part because of Reggie. He is said to be an intimidating and aggressive figure. However, as revealed in interviews, he is actually quite polite, calm, and articulate in person.

Reggie joined Nintendo in December 2003. He is responsible for all sales and marketing activities for Nintendo in the United States, Canada, and Latin America.

Employment history

VH1

Before joining Nintendo, Fils-Aime was the Senior Vice President of Marketing at VH1. Fils-Aime was responsible for a 30% ratings increase, as well as for the organization of The Concert for New York City.

Panda Management

Fils-Aime worked for Panda Management Company as their Senior Vice President.

Pizza Hut

He worked at Pizza Hut as their Senior Director for National Marketing. Fils-Aime was responsible for the launch of Pizza Hut's Bigfoot Pizza.

Guinness Import Co.

Fils-Aime was the United States Marketing Chief for Guinness Import Co. Fils-Aime oversaw all brands and dealt with relations in the United Kingdom, Jamaica and the Czech Republic.

Also

Fils-Aime was the Chief Marketing Officer and Director of Worldwide Sales for eight brands, including Raleigh, Diamondback and Univega. Fils-Aime was also the acting Managing Director of Derby Cycle Corporation's UK operation.

Education

Fils-Aime is a graduate of Cornell University.

Awards

  • Clio
  • Gold EFFIE (2)
  • Silver Edison
  • Named to the "Marketing 100" by Advertising Age.

Quotations

  • "My name is Reggie, I'm about kickin' ass, I'm about takin' names, and we're about makin' games." - E3 2004 Press Event
  • "Our next console proves small in size but big on ideas." - Press statement
  • "I've got another number: 2" - E3 2005 Press Event
  • "Prepare to let your right brain run wild" - E3 2005 Press Conference
  • "Matt said Zelda won't be epic without voices. I remember the last time Matt made a critically acclaimed game. It was called the Mailbag."

References

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