Videogame marketer Activision Blizzard has expanded its in-house media team with the hiring of Amy Stettler to the new position of global head of media and customer engagement. She reports to company CMO Brad Jakeman.
Stettler, a media and creative agency veteran, will manage the marketer's relationship with its media shop, WPP Group's Mediaedge:cia. The client consolidated its $200 million global media assignment with MEC last year.
Sources also said the appointment of Stettler is intended to help drive the client's strategy of further broadening the appeal of products beyond core gamers. The Guitar Hero game series, for example, is widely considered a cultural phenomenon with mass appeal that the company hopes to duplicate with future titles.
"You're starting to see this sector resemble more of a mass market entertainment category rather than a niche business," directed at just young teens, said a source familiar with the client's strategy.
Stettler's charge is too drive that strategy through media, working with MEC.
Stettler joins Activision Blizzard from Omnicom Group's OMD, where she had been global media director on the shop's Apple account since 2006. Previously, she worked at Ogilvy & Mather and Euro RSCG on accounts such as IBM, American Express and Swatch.
OMD declined to comment on plans for replacing Stettler.
The consolidation of the client's media assignment with MEC last year resulted from Activision's earlier $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.
Two weeks ago Activision Blizzard confirmed that its Call of Duty: Modern Warfare 2 game, released in November, surpassed $1 billion in worldwide retail sales.