Agency’s Experience, Resources Are Key
LOS ANGELES–Videogame developer Activision, whose titles include Cabela’s Big Game Hunter, Tony Hawk’s Pro Skater and Quake, has moved its $15-20 million account to D’Arcy Masius Benton & Bowles following an informal review of undisclosed agencies.
D’Arcy’s Los Angeles office will handle strategic planning and creative for all the Santa Monica, Calif., client’s brands; sister shop MediaVest takes on media planning and buying.
Activision split with Ground Zero, Marina del Rey, Calif., last year to find an agency with stronger packaged-goods experience and a worldwide network, said evp of global brand management Kathy Vrabeck. “We’ve brought [to the company] folks with significantly more consumer product brand management experience, and we wanted an agency partner with that sort of experience as well,” she said.
D’Arcy’s work with entertainment clients such as NBC and Paramount Home Video was also a plus, said Vrabeck.
“They market a very wide array of products,” said D’Arcy managing director Diane Krouse, adding that the client is also affiliated with some key entertainment brands, such as Paramount’s Star Trek and Marvel’s X-Men franchises.
D’Arcy will back the Spiderman and Tenchu 2 titles this summer with TV, online and print, Vrabeck said.