TSR Wins $30 Mil. Videogame Biz

3DO, the maker of such video games as Army Men, BattleTanx, Might and Magic, and High Heat Baseball, has tapped TSR Advertising to handle its account, according to the client.
The Redwood City, Calif., software company split with Publicis & Hal Riney in San Francisco in early 1999 and had been producing print and TV ads in-house, as well as with several creative boutiques.
TSR, based in New York with an office in Carlsbad, Calif., won the business following a two-month review. The shop defeated four unidentified agencies from the Bay area, the Northwest and New York.
A source said 3DO plans to spend more than $30 million; the company spent $397,000 in 1998 and $6 million during the first 10 months of 1999, per Competitive Media Reporting.
Jeff Cleary, 3DO vice president, marketing, said he wanted to unify 3DO’s brand image across all media.
Cleary joined the company in May from TSR client Galoob, where he held the same title. Despite his familiarity with TSR, Cleary said, “They had no inside track. I added them [to the review] almost as a courtesy, and then they came in with their branding expertise and just blew us away.”
TSR in New York will handle the business, which includes creative and media duties. Shop co-chairman Bob Kantor said he is “giving serious thought” to opening a San Francisco office.
The agency in November won advertising duties for Napa, Calif.-based Hasbro division Cap Candy. TSR now has 25 staffers; Kantor said he would like to add six more to handle the 3DO business.