LOS ANGELES Video game company THQ has assigned its $35 million media planning and buying duties to WPP Group's MindShare, the company said.
The Los Angeles media shop will handle additional duties for the entertainment software maker. Summit Media was the incumbent for broadcast buying and planning; MindShare had handled some of THQ's business, including print and online marketing.
Mark Rice, managing director of MindShare in Los Angeles, said the company would look for "new and exciting ways" to reach THQ's consumers.
Calabasas, Calif.-based THQ specializes in leveraging entertainment properties for studios. Recent game titles include those based on The Incredibles, The Punisher and SpongeBob SquarePants Movie. Peter Dille, svp of worldwide marketing, said MindShare had done a "great job" handling media during the holiday season push.
THQ spent $35 million in measured media in 2003 and $15 million through October 2004, according to Nielsen Monitor-Plus.