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LOS ANGELES WPP Group’s Young & Rubicam has launched an in-game advertising enterprise with event-marketing specialists Bounce, principals of the new company confirmed today at the Electronic Entertainment Expo here.
Bounce Interactive Gaming (BIG) will be majority owned by Y&R but operate independently.
“Gaming is established and huge for 18-34-year-old men,” said Sam Huxley, director of Internet strategy for Y&R/BrandBuzz, New York, and chief strategic officer for BIG. “It’s the fourth-largest activity for them and it’s virtually untapped from an advertiser perspective.
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