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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.
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