LOS ANGELES Omnicom Group's DDB has won the creative portion of Activision's ad account following a review.
"We are going to be doing creative, communications strategy, holistic advertising for all channels: traditional, digital and non-traditional," said Rick Carpenter, president of the Venice, Calif., shop.
Team One in El Segundo, Calif., was the only other known finalist.
"We are thrilled to be working with them," Carpenter said. "They know the importance of creating a deeper brand experience for this elusive audience and we share a belief in the power of creative to release the brand's true potential."
"We were continually impressed by DDB's integrated approach, strategic insight and creative work during the account review. We look forward to working with DDB to deliver integrated and strategic brand campaigns for our games," said Ashley Dyer, Activision's senior manager of communications.
The team of Russel Wohlwerth and Ann Billock acted as search consultants and conducted the review.
The agency will meet with the Santa Monica, Calif.-based client next week to begin planning the first campaign.
Publicis Groupe's MediaVest will continue to handle media planning and buying, which were not part of the review.
Billings were undisclosed. Activision consistently spent $80 million annually on ads in recent years until 2006, when media spending dropped to about $30 million, per Nielsen Monitor-Plus.
The client fell out with independent Secret Weapon, Santa Monica, as the year began. The incumbent did not defend.