NEW YORK Videogame titan Activision Blizzard has chosen WPP Group’s Mediaedge:cia to handle global planning and buying chores on its $200 million ad account following a review, sources said. MEC is already a roster shop, working on portions of the Blizzard business in select markets.
Other contenders were Publicis Groupe’s MediaVest, the North American Activision incumbent; Omnicom Group’s OMD; and independent Horizon, which pitched in partnership with Columbus Media International.
The client confirmed that it launched a review in February, a little more than a year after Activision’s $18 billion merger with Vivendi, parent of videogame marketer Blizzard Entertainment. The deal united two of the most popular videogame franchises under one corporate umbrella: Blizzard’s World of Warcraft and Activision’s Guitar Hero.
In May, the company said it was on track to generate $4.3 billion in revenue this year.
Ark Advisors managed the review process.
The agencies involved either could not be reached or declined comment. A representative at the Los Angeles-based client offered no information when reached midday on Friday.