PR agency Redner Group lost its client 2K Games over some errand tweeting over Duke Nukem Forever reviews. The tweet was: “too many went too far with their reviews. We’re reviewing who gets games next time and who doesn’t based on today’s venom.”
“I used a public forum to voice my complaints and I know better, explained James Redner. I poured my soul into the project and when I read the review I felt like a father trying to protect his son. In hindsight, I should have approached the writer directly.”
After issuing the tweets, he was contacted by 2K who wanted the incident squashed. While Redner contracted media outlets, Wired ran the story and the rest of the net soon followed.
With the negative attention 2K Games tweeted this: “2K Games does not endorse or condone the comments made by @TheRednerGroup and confirm they no longer represent our products. We maintain a mutually respectful relationship with the press and will continue to do so. We don’t condone @TheRednerGroup’s actions at all.”
“We plan to sit down and re-evaluate where we are what our goals are and where we think we can thrive. In one form or another, [the firm] will survive, said Redner, who is the sole runner of his group and described the loss as ’emotional.’ “If I was in 2K’s shoes I would have done the same thing. That is not how 2K handles their reviews process.”
Source: AdAge
