Universal Names Kovel/Fuller

Video game publisher Universal Interactive Studios has named Kovel/Fuller to handle an account valued at $30 million following a two-month review. The decision immediately prompted the Culver City, Calif.-based Kovel/Fuller to sever its eight-year relationship with Nintendo because of the potential conflict. The shop, one of several agencies that created work for Nintendo, handled about $5 million worth of ads for the company.

In winning the Universal business, Kovel/Fuller edged out three other shops that had made the final round. According to the client, other agencies participating included Y&R in Irvine, Calif.; AKQZ, San Francisco; B.D. Fox & Friends; The Ballpark and Absinthe Pictures. The work is expected to break in about six weeks and will include focus on specific Universal titles including the popular game “Crash Bandicoot.”