Loose tweet costs PR agency biggest account
PR agency the Redner Group has been sacked by its biggest client, video games company 2K, after threatening games reviewers on Twitter.
After being unimpressed by the reception given to new game Duke Nukem Forever, the Redner Group sent out a tweet indicating that it would withold future releases from critical reviewers.
The public message from @TheRednerGroup said: "Too many went too far with their reviews. We r reviewing who gets games next time and who doesn't based on today's venom."
The tweet, which was sent by agency founder James Redner, has since been deleted. Redner has returned to Twitter to accept responsibility and apologise for his actions.
He told Ad Age: "I used a public forum to voice my complaints and I know better. 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."
Redner's contrition, however, has not stopped his agency from losing the business.
In a statement, 2K said: "2K Games does not endorse or condone the comments made by @TheRednerGroup and confirm they no longer represent our products.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.”
The Twitter blunder is the latest in a series of social networking faux pas that have seen brands and agencies find themselves in hot water.
In March Chrysler's agency was fired after swearing in a tweet sent from Chrysler's official Twitter account.