Activision appoints Pulse Communications
Video games publisher Activision has appointed Ogilvy PR subsidiary Pulse Communications to handle its public relations after a competitive pitch. The first assignments for Pulse will be to launch Skylanders Spyro’s Adventure and, later, Call of Duty Modern Warfare 3.
The announcement:
Sydney, May 25, 2011: Pulse Communications has boosted its youth and entertainment portfolio with its appointment by Activision, the world’s leading interactive entertainment and video games publisher.
The agency will work closely with Activision and its partner agencies to create a strategic and creative communications plan, incorporating all elements of traditional media plus social media stakeholder engagement, ambassador programmes and high-profile experiential activations.
Pulse won the Activision account in a competitive pitch and will work in tandem with Activision’s in-house PR and marketing team across the Activision portfolio including games releases, downloadable content and new entertainment IPs.
Activision Senior Vice President, Ben Graetz, said: “We are thrilled to be working with an agency of Pulse’s calibre and know they will be a great partner in what will be one of the biggest years ever for our fans and for Activision.”
The first campaign for Pulse will be the launch of the innovative new kid’s property, Skylanders Spyro’s Adventure. This will be followed closely by the launch of Call of Duty Modern Warfare 3, which is widely expected to be the biggest entertainment product of the year.
The win further boosts the youth and entertainment portfolio at Pulse, which includes leading brands such as Twentieth Century Fox, Hot Wheels, LG, Monster High and Disney and adds to a string of recent business wins including Kimberley-Clark, Mattel, and Carnival Cruise Lines Australia.
Pulse Communications Managing Director, Matt Buchanan, said: “Gaming now dominates the entertainment industry and Activision is the best in class, so this is definitely an exciting win for Pulse.
“As the company who launched Xbox in Australia, we have the perfect skill set to hit the ground running and plenty of keen gamers among the team, raring to get started. With properties such as Call of Duty, the most successful entertainment property in history, Activision is an amazing addition to our youth and entertainment portfolio.”
You might do better with Skylanders Spyro if you market it as a game for all ages, rather than as a ‘kid’s property’. A good game appeals to both children and adults…
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