Reggie Fils-Aime
From Ultimatewiki
Reginald "Reggie" Fils-Aime (prounounced fees-aymay) (born March 1961) is the President and COO of Nintendo of America, the North American division of Japan-based video game company Nintendo. Previously, he was Executive Vice President of Sales and Marketing.
Fils-Aime came into prominence in May 2004 when he was selected to play host to Nintendo's press conference at E3 and opened the presentation with "My name is Reggie. I'm about kickin' ass. I'm about taking names, and we're about making games." His opening words heralded a new era for Nintendo and the rest of the video game industry, playfully dubbed the "Reggilution" and calling him the "Regginator."
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Background
He graduated from Cornell University in 1983, earning a BSc in Applied Economics.
Soon after receiving his degree Fils-Aime took a position with Procter & Gamble. Following that, he took a position as Senior Director of National Marketing at Pizza Hut, where he launched the Bigfoot Pizza and The Big New Yorker.
He served as the Head of Marketing for Guinness in the United States and was responsible for all brands.
He served as Chief Marketing Officer at Derby Cycle Corporation, directing sales and marketing efforts for eight brands. He also served as Managing Director and oversaw Derby's British operations.
He then joined the world's Chinese food service leader, Panda Management Co., acting as Senior Vice President. Later, he came on board to VH1 as Senior Vice President. He was responsible for a 30% increase in ratings by refocusing the channel's content to appeal to younger viewers.
Nintendo
Fils-Aime joined Nintendo in December 2003 as the Executive Vice President of Sales and Marketing. He was responsible for all sales and marketing activities for Nintendo in the United States, Canada, and Latin America.
On May 25, 2006 Fils-Aime became the President and Chief Operating Officer of Nintendo of America after former president, Tatsumi Kimishima, was moved to his new role as Chairman of the Board and Chief Executive Officer. Fils-Aime is the first American to hold this position.
Reggilution
Fils-Aime shot to fame in May 2004 with the opening line of Nintendo's E³ press conference: "My name is Reggie. I'm about kickin' ass, I'm about takin' names, and we're about makin' games." His theatrical antics gained a cult following soon after, when following the conference, many images of him spread across the Web. Reggie is considered by some to be responsible for revamping Nintendo's public relations in North America, leading many fans and members of the press to dub his arrival the "Reggilution" (after the Nintendo Revolution, the code name for Wii).
Awards
- Clio Award
- AICP award for Advertising Excellence
- Silver Edison from the American Marketing Institute
- 2 Gold EFFIEs from the New York American Marketing Association
- Named one of the "Marketing 100" by Advertising Age in 1998
