Activision Loses Another Contender

BOSTON Independent Modernista! here said it has withdrawn from the Actvision creative review, joining Havas’ Arnold, also here, and IPG’s Deutsch/LA, Marina del Rey, Calif., in exiting the competition [Adweek, March 12].

Contenders that remain in pursuit of the business are: DDB in Santa Monica, Calif.; and independent davidandgoliath and Publicis’ Team One, both in El Segundo, Calif.

The Santa Monica-based videogame company spent $25 million last year in paid media, down from $85 million in 2005, per Nielsen Monitor-Plus.

Activision fell out with incumbent Secret Weapon Marketing in Santa Monica and threw its account in review as the year began.

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.

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