Activision Begins Search

NEW YORK Videogame publisher Activision has begun reaching out to agencies regarding its creative account, the client has confirmed.

Activision, based in Santa Monica, Calif., spent just over $25 million in U.S. media last year, per Nielsen Monitor-Plus, and recently parted with independent shop Secret Weapon, which had handled the business for three years [Adweek Online, Nov. 8].

As yet, no outside consultants are involved in the process.

Media duties, handled by Publicis Groupe’s MediaVest, are not part of the review.

Activision is the world’s second-largest gaming company (trailing Electronic Arts) with revenue approaching $1.5 billion for the fiscal year ending March 2006.

Its titles include Tony Hawk’s Underground, Doom and Call of Duty.

The client’s media spend has fluctuated in recent years. Activision in 2004 spent $75 million in media and $85 million in 2005.

Its main competitors are Electronic Arts, Sony and Take-Two.

Sources said Activision executives might be focusing on West Coast shops.